Inspired by its Mediterranean heritage, the campaign was developed to support the global growth plan of the company. To support the second phase of the expansion of its fleet, MSC Cruises, implemented an investment plan large-scale, long-term, covering a horizon of more than ten years, from 2014 to 2026 to enter service boats the new generations Meraviglia Meraviglia Plus, Seaside and World Class.
The new positioning of the company, is the result of a year of market research on consumers as it relates to the needs of guests, perceptions of current products of MSC Cruises and the fundamental qualities of the brand. So the new strategy based on existing core assets and assets defined, thus projecting a new identity confident and distinctive mark.
In the past, MSC Cruises focused on projecting the "Mediterranean lifestyle" inspired by the warmth of the family company, humanity and accessibility, accompanied by its unique marine tradition, with over 300 years of experience.
The market investigation showed that current and future guests already perceive the MSC experience is distinguished by being more elegant, professional and more reliable than other cruise companies. For this reason, there are essential elements held in the new position.
All cruises offer different levels of discovery, relaxation and fun, yet refined and sophisticated character of MSC Cruises puts them in a unique position in providing guests with new experiences and unforgettable memories. Offers families and couples of all ages, quality, rest and endless opportunities for relaxation in their modern ships.
The new positioning offers a renewed version of the MSC Cruises experience, where the elegance of the Mediterranean merge with professionalism, dedication and meticulous attention to detail. The combination of these elements is captured by the new communication campaign "It's not any cruise" ( "Not Just Any Cruise"), with music by leading Italian composer and Oscar winner 2016: Ennio Morricone. A promise that emphasizes the essential principles that distinguish MSC Cruises experience: modern boats, comfortable booths, food quality and always fresh, an award-winning entertainment program, along with impeccable service and elegant design.
For more information click here to visit MSC Cruises website.
