MSC Cruises, the world’s largest privately-owned cruise line and market leader in Europe, South America and South Africa, is planning on shaking things up with fresh brand positioning and plans for major expansion.
With the brand in the midst of a multi-billion Euro investment plan which will double capacity for the company’s fleet and bring seven next-generation ships into service between 2017 and 2022, things are set to soar for MSC.
“We are a highly innovative company that will double in size over the next six years”, commented MSC Cruises Chief Executive Officer Gianni Onorato. “The new positioning, which is a further evolution of our core values, clearly and firmly communicates our passion for offering each of our guests unique on-board experiences by giving close attention to every detail. It speaks of our values and our commitment to giving them unforgettable cruises.”
MSC’s new campaign “Not just any cruise” emphasises the brand’s commitment to offering guests modern ships, impeccable service, elegant accommodation, authentic cuisine, and award-winning entertainment.