by Sarah Kuta
Last updated: 2:05 PM ET, Thu January 4, 2024
MSC Cruises is kicking off 2024 with a new global marketing campaign called “For a greater beauty.”
The cruise line is launching the new integrated marketing initiative in more than 30 countries via social media, print publications, TV, out-of-home, digital media and other channels.
Created in collaboration with Dentsu Creative Italy and filmed by Australian director Kiku Ohe, the campaign aims to encourage audiences to “discover the beauty of cruising in a more conscious way with a profound respect for the ocean and the planet,” per the cruise line.
Crews filmed the TV ad aboard MSC World Europa, which is the line’s first vessel to run on liquefied natural gas. Another ship, MSC World America, will also be powered by liquified natural gas when it debuts in April 2025 and the company has ordered two additional liquefied natural gas-powered ships from French shipbuilder Chantiers de l’Atlantique. Those vessels will be delivered in 2026 and 2027.
Late last year, MSC World Europe connected to shore power for the first time, which helps reduce greenhouse gas emissions while the vessel is in port. More broadly, the company has set a goal of achieving net-zero greenhouse gas emissions in its marine operations by 2050.
In the 30-second TV spot, “Beauty” is depicted as a woman’s voice. As the opening notes of The Verve’s “Bittersweet Symphony” plays in the background, she asks: “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?”
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