Ahead of the delivery of seven new ‘next-generation’ cruise ships over the next six years, MSC Cruises has today launched an associated brand repositioning which will feature global advertising campaigns carrying the marketing tagline of “It’s not just any cruise”.
MSC says the new branding aims to highlight how elegance meets professionalism, dedication and attention to detail. Underlining that promise are what the company says are emblematic of its onboard experience including “modern ships, stylish accommodations, fresh and authentic cuisines” and more.
To kick off the campaign, the company has released the first in a series of videos which shows the intricate level of fine detail which goes into ensuring the company can deliver what it promises. The first instalment of the series shows the journey taken by a cotton flower as it evolves into the white sheets used on an MSC bed.
The Geneva-based cruise line is the fourth largest in the world and the largest privately owned line. The brand will effectively double its capacity over the next six years, with its first new ship MSC Meraviglia debuting in May 2017, catering to 4,500 passengers and initially sailing in the Mediterranean complete with Cirque du Soleil entertainment onboard. Later that year, the line will launch MSC Seaside which will sail year-round from to the Caribbean.
“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 Cruises Chief Executive Officer Gianni Onorato said.
To further support this newly launched focus on the brand promise, the line has launched a full internal review of the experiential moments enjoyed by its customers at every stage of their journey with MSC Cruises, covering the entire chain from booking and embarking on the cruise through to disembarkation and post-cruise follow-up.