If you've got the means (i.e. the money, connections and platform) you can utilize a celebrity to help market you, or your image...or to add something intriguing for your viewers/readers/visitors/customers.

The New York Times has given Bono - yes, Bono of the band U-2 - the opportunity to write Op-Ed pieces for them over the next year.
The pithy Irishman weighs in on the new year with musings about Sinatra from an Irish Pub.

You might recall that Bono sang with Frank on the "Duets" album.  The "Chairman of the Board" even gave him an abstract painting he did that Bono was admiring in his home.  And they talked about Miles Davis, among other things.

Sinatra to Bono - "Jazz is about the moment you’re in. Being modern’s not about the future, it’s about the present.”

And being in the present is always best. 

See Bono's column here.