DISCOVER THE BEAUTY OF CRUISING WITH MSC CRUISES AS THE CRUISE LINE ROLLS OUT NEW GLOBAL BRAND CAMPAIGN “FOR A GREATER BEAUTY”

• MSC Cruises launches new global integrated marketing campaign – “For a greater beauty” –across more than 30 countries
• Campaign captures the essence of a vacation with MSC Cruises, celebrating human connection, unforgettable experiences and outstanding destinations
• Guests looking to discover the beauty of cruising this year can choose from one of MSC Cruises 22 modern and elegant ships sailing to more than 240 different destinations around the world

Geneva, Switzerland - January 2, 2024. MSC Cruises, the contemporary brand of the Cruise Division of MSC Group, is launchingit’s a brand new global integrated marketing campaign “For a greater beauty”.

The campaign encourages audiences to discover the beauty of cruising in a more conscious way with a profound respect for the ocean and the planet. Beauty, represented in the film by an alluring voice, invites the audience to immerse themselves in the world’s destinations, into nature and into wonderful experiences on and off board.

The campaign will be activated in more than 30 countries worldwide and will be seen through a mix of marketing channels including TV, out of home, print media, digital and social media.

The TV spot was filmed on board MSC World Europa, one of 22 modern ships in MSC Cruises’ fleet and the fleet’s first ship to be powered by liquefied natural gas (LNG), featuring the latest environmental technology. MSC World Europa offers an enriching vacation experience inspired by the Company’s European heritage, where guests can enjoy international dining, world-class entertainment, award-winning family programs and the latest user-friendly technology.

MSC Cruises is firmly committed to achieving net zero greenhouse gas emissions for its marine operations by 2050. The Company is also a significant investor in next-generation environmental marine technologies, with the objective to support their accelerated development and availability industry-wide.

Throughout 2024, those looking to escape the everyday to discover the beauty of cruising can choose from one of MSC Cruises more than 1,000 different departure ports calling at more than 240 destinations in over 85 countries.

Created in partnership with Dentsu Creative Italy, the new campaign has been filmed by the Australian director Kiku Ohe. Known for his ability to craft compelling visual narratives, elicit authentic character-driven performances, his highly awarded film craft displays a rare depth and artistry. The production is signed by Birth.

To find out more about the “For a greater beauty” campaign, click here.

To book a 2024 holiday with MSC Cruises, click here.

To learn more about the Company’s environmental commitment, click here. 

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Dentsu Creative is Dentsu's global creative network that transforms brands and businesses through the power of Modern Creativity.  2022's Cannes Lions Agency of the Year, it is made for integration with Dentsu's Media and Merkle networks through Horizontal Creativity. 9,000 creatives across the globe are connected to dentsu’s Media and CX experts to deliver ideas that Create Culture, Shape Society, and Invent the Future. In Italy, from 1 April 2022, Dentsu Creative is a Benefit Company. dentsucreative.com

MSC Cruises is the world’s third largest cruise brand as well as the market leader in Europe, South America, the Gulf region and Southern Africa. It is also the fastest growing global cruise brand with a strong presence in the Caribbean, North America and the Far East markets.

Headquartered in Geneva, Switzerland, MSC Cruises is one of the two brands that sit within the Cruise Division of MSC Group, the world’s leading and privately held shipping and logistics conglomerate with over 300 years of maritime heritage. MSC Cruises – the contemporary brand - has a modern fleet of 22 vessels combined with a sizeable future global investment portfolio of new vessels, terminals and other assets. The fleet is projected to grow to 23 cruise ships by 2025, with options for six more vessel orders in place through 2030.

MSC Cruises offers its guests an enriching, immersive and safe cruise experience inspired by the Company’s European heritage, where they can enjoy international dining, world-class entertainment, award-winning family programs, and the very latest user-friendly technology on board. To learn more about MSC Cruises’ itineraries and experience on board its ships, click here.

The line’s number one priority has always been the health and safety of its guests and crew, as well as the communities at the destinations its ships serve.  In August 2020, MSC Cruises implemented a new comprehensive and robust health and safety protocol to become the first major line to return to sea. To learn more about MSC Cruises’ health & safety protocol, click here.

MSC Cruises has long been committed to environmental stewardship, with a long-term goal to achieve net zero emissions for its operations by 2050. The Company is also a significant investor in next-generation environmental marine technologies, with the objective to support their accelerated development and availability industry-wide. To learn more about the Company’s environmental commitment, click here.

Finally, to learn more about the MSC Foundation, MSC Group’s own vehicle to lead, focus and advance its conservation, humanitarian and cultural commitments, click here.