MSC Cruises has unveiled a new brand campaign that is focused on the sea and the guest experience aboard its ships. Filmed on board MSC Bellissima whilst in the Mediterranean, “The Sea at its Most” campaign will be rolled out in 30 countries around the globe and celebrates the sea’s myriad of elements, existing both as a means of transport – taking guests to new places, new shores and new lands – and also a means of discovery – heightening and enriching the travel experience.
“The Sea at Its Most” centres on the MSC Cruises brand’s core promise to offer guests a world of discovery and will be realised through a multi-channel global marketing campaign. It features an original track written by Maestro Morricone and recorded with his orchestra in Rome earlier this year, and aims to “celebrate the wonders of the sea and to show how we can enable our guests to discover the world in a unique way on board our uniquely glamourous and modern cruise ships,” MSC CEO Gianni Onorato said.
“As a global brand that welcomes more than 180 nationalities on board our vessels, we appeal to curious travellers who seek out ways to discover new cultures and new experiences and we hope that this will inspire new guests to see what we offer.”
Gianni Onorato continued, “This celebration of the sea comes at an important time for our company, as from this month, we have become the first major global cruise line to go carbon neutral in our marine operations. This is a significant further step in our long-standing commitment towards zero emissions and part of our communications this year will focus on educating guests and travel partners around the efforts we are making to minimise and continuously reduce our environmental footprint.”
The new campaign arrives amid rapid expansion from the world’s fastest growing cruise line as part of an unprecedented 10-year investment plan that was launched in 2017, which will see 13 next-generation cruise ships come into service by 2027. The debut of Ocean Cay MSC Marine Reserve, the brand’s private island, has also been a major landmark for MSC Cruises and has served to reinforce its intrinsic connection to the sea and nature.
View the MSC Cruises’ brand campaign on the above link.