MSC Cruises Unveils ‘For A Greater Beauty’ Campaign, Emphasizing Eco-Conscious Cruising

MSC Cruises is ushering in 2024 with the launch of its new global marketing campaign, “For a greater beauty.” This extensive campaign will roll out in over 30 countries, utilizing a mix of social media, print, TV, out-of-home, and digital media channels to spread its message.

Developed in collaboration with Dentsu Creative Italy and brought to life by Australian director Kiku Ohe, the campaign is more than just an advertisement for the cruise line. It carries a profound message, urging audiences to rethink cruising and embrace it as an experience that harmoniously blends luxury and respect for the ocean and the planet.

The campaign’s TV commercial was filmed aboard the MSC World Europa, a testament to the cruise line’s commitment to environmental sustainability. This vessel is MSC’s first to operate on liquefied natural gas (LNG), which significantly reduces emissions. The momentum in sustainable cruising is further amplified by the upcoming MSC World America, also LNG-powered, set to debut in April 2025. Additionally, MSC has plans for two more LNG-powered ships, to be delivered in 2026 and 2027 by French shipbuilder Chantiers de l’Atlantique.

Another significant stride in MSC’s environmental initiatives is the successful connection of MSC World Europa to shore power. This move is pivotal in reducing greenhouse gas emissions while docked. These efforts align with MSC’s broader environmental commitment, as the company aims to achieve net-zero greenhouse gas emissions in its marine operations by 2050.

The TV spot of the campaign is particularly evocative, featuring “Beauty” personified as a woman’s voice against the backdrop of The Verve’s “Bittersweet Symphony.” The ad poetically highlights the intersection of luxury and sustainability: “Can you see me? I’m here in pure wonders reached with a cleaner fuel. Can you hear me in the loudest music and in quieter propellers? Can you spot me in the lights of the show and in the shimmering sea?”

MSC Cruises’ “For a Greater Beauty” campaign not only underscores the beauty and allure of cruising but also aligns this with a deeper, more conscious connection to the environment. This innovative campaign reflects a growing trend in the travel industry where sustainability and luxury go hand in hand, appealing to a new generation of environmentally aware travelers.