MSC Cruises Invites You to ‘Discover the Future of Cruising’

MSC Cruises, the contemporary brand of the Cruise Division of MSC Group, has launched a new multi-channel global campaign, inviting audiences to ‘Discover the Future of Cruising’. The question at the heart of the brand’s newest campaign: what does the future of cruising really look like? 

Through integrated and compelling storytelling, the campaign positions MSC Cruises as taking a leadership position around the discourse in this space, continuously pushing the boundaries of what is possible at sea and investing heavily in the accelerated development of next generation environmental technologies and solutions. 

The campaign is led by a cinematic hero film that captures the brand’s commitment to sustainable innovations while also offering viewers a glimpse into the incredible experiences to be had on board an MSC Cruises ship.

From latest generation environmental technologies on its ships to ever cleaner fuel options and state-of-the-art water treatment facilities, to mention a few, the campaign shows how MSC Cruises is committed to providing guests with a more sustainable way of cruising. 

The campaign is founded on asking the big question that underpins them all: can we do better? It’s difficult questions that brands ask of themselves that challenge the status quo and help provoke continued improvement. 

Antonio Burrello, chief marketing officer of MSC Cruises, said “Sustainability is at the core of MSC Cruises' DNA and the way we operate as a brand. That is why this new campaign is so vital, as it demonstrates our long-standing commitment to continuously reducing our environmental footprint, while engaging our guests and travel partners on the importance of a more responsible way of vacationing. This is the industry's first global campaign focused entirely on sustainability.” 

John Messum, ECD at 180 added “Our new integrated campaign highlights MSC’s commitment to reducing carbon emissions, reducing waste, and preserving our planet and sea. It’s a bold and distinctive point of view and truly represents the brand’s commitment to be the future of cruising.”

As part of a family-owned business, MSC Group, with over 300 years of maritime heritage, MSC Cruises as a brand, and the Cruise Division to which it belongs, has long held a special relationship with the sea. It has a fundamental commitment to preserving the oceans and to strive towards a future of zero emissions. 

Having improved its fleet carbon efficiency by 35% since 2008, MSC Cruises is well on its way to meet the IMO objective of a 40% intensity reduction by 2030. 

Aligned with the new brand campaign spirit, MSC Cruises has also teamed up with the type foundry Fontwerk to introduce a new font: Pangea. Designed by Christoph Koeberlin, 25% of all designer royalties will be donated to preserving the rainforest and to implementing large-scale reforestation projects. 

The hero film and supporting social and print content was shot on board the brand-new MSC World Europa, MSC Cruises’ most environmentally advanced ship to date, on her maiden voyage from the shipyard where she was built in St Nazaire, France to Doha, Qatar. 

The integrated campaign is launching across more than 30 markets, across TV, OOH and print. Its multi-channel nature is amplified by a large-scale digital and social ‘always-on’ layer that captures the story of life on board an MSC Cruises ship while also exploring the brand’s sustainability efforts.