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January 2016
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MSC Cruises Unveils “Not Just Any Cruise” Advertising Campaign

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New Campaign airing in Europe now and will hit the US market in mid-2016

January 12, 2016 – MSC Cruises has unveiled its new global brand positioning at a series of international media events across Europe. Building on MSC Cruises’ core brand heritage, the new positioning was developed to support the company’s upcoming global growth plan. MSC Cruises is in the midst of a $6 billion investment plan which will double capacity for the company’s fleet and bring seven next-generation ships into service between 2017 and 2022.

This new positioning follows a year-long global consumer research study into vacationers’ needs, perceptions of MSC Cruises’ current products and the brand’s core qualities. The powerful consumer insight gathered from nearly 3,000 hours of interviews by leading research agencies TNS and IPSOS shaped the evolution of MSC Cruises’ new brand positioning to build upon the brand’s existing core assets and heritage. It also projects a fresh identity of the brand experience that is confident and distinct.

The new positioning offers a fresh vision of the MSC Cruises experience, showcasing where the elegant side of the Mediterranean meets the professionalism, dedication and meticulous attention to detail already typical of MSC Cruises. The fusion of these elements is captured by the new communications campaign, “Not Just Any Cruise” – a promise that underscores the key distinguishing elements of the MSC Cruises experience: modern ships, comfortable accommodations, always fresh and authentic food, award-winning entertainment, plenty of relaxation, impeccable service, expertise and elegant design.

“We are a highly ambitious company that will double in size over the next six years. It’s important that we evolve our positioning along with this growth to ensure the experience delivered meets and exceeds the needs and desires of cruisers from across the world,” 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 personal attention to every detail. It speaks of our values and our commitment to giving them unforgettable cruises. Additionally, it exemplifies our stronger than ever global profile at a time when we are in the midst of the next phase of our growth with an unprecedented $6 billion, seven next-generation ship investment plan.”