MSC Cruises’ “For a Greater Beauty”: A New Vision for Conscious Cruising in 2024
MSC Cruises is ushering in 2024 with an inspiring new global marketing campaign titled “For a Greater Beauty.” This ambitious initiative marks a significant step in the cruise line’s journey towards more sustainable and environmentally conscious cruising.
A Global Campaign for a Conscious Cruising Future
Spanning over 30 countries, the campaign will leverage a variety of channels including social media, print publications, television, out-of-home advertising, digital media, and more. This wide-reaching approach aims to connect with audiences worldwide, highlighting MSC Cruises’ commitment to a more sustainable and respectful relationship with the ocean and the planet.
Creative Collaboration and Cinematic Storytelling
The campaign, created in collaboration with Dentsu Creative Italy and brought to life by Australian director Kiku Ohe, encapsulates the essence of conscious cruising. The television advertisement, filmed aboard the MSC World Europa, MSC Cruises’ first vessel powered by liquefied natural gas (LNG), showcases the beauty and responsibility of modern sea travel. MSC World America, also LNG-powered, is set to debut in April 2025, further cementing the company’s commitment to cleaner fuel sources. Additionally, two more LNG-powered ships, ordered from French shipbuilder Chantiers de l’Atlantique, are expected to join the fleet in 2026 and 2027.
Reducing Environmental Footprint: A Commitment to Green Initiatives
In a landmark move, MSC World Europa connected to shore power for the first time last year, significantly reducing greenhouse gas emissions while docked. This initiative is part of MSC Cruises’ broader goal to achieve net-zero greenhouse gas emissions in its marine operations by 2050, a bold step towards a more sustainable cruising future.
“Beauty” in Harmony with the Environment
The 30-second TV spot is a poetic interpretation of this vision, with “Beauty” personified as a woman’s voice set against the backdrop of The Verve’s “Bittersweet Symphony.” The ad poses reflective questions, inviting viewers to find beauty in eco-friendly advancements like cleaner fuel, quieter propellers, and the natural wonders accessible through conscious cruising.
Through the “For a Greater Beauty” campaign, MSC Cruises is not just promoting its brand but also advocating for a more responsible and sustainable approach to cruising. This campaign is expected to resonate with environmentally conscious travelers and set a new standard in the industry for combining luxury travel with ecological responsibility.