The campaign captures the essence of a vacation with MSC Cruises, celebrating human connection, unforgettable experiences, and outstanding destinations
MSC Cruises, the contemporary brand of the Cruise Division of MSC Group, is launching its brand new global integrated marketing campaign “For a greater beauty”.
The campaign encourages audiences to discover the beauty of cruising more consciously 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 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, to support their accelerated development and availability industry-wide.
Throughout 2024, those looking to escape every day 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, and elicit authentic character-driven performances, his highly awarded film craft displays a rare depth and artistry. The production is signed by Birth.
