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MSC Cruises is launching a new TV commercial to promote its brand in North America, part of the line's first national TV branding campaign.
The TV spot, titled "In the Summertime," will air on a variety of lifestyle and news cable channels, including Bravo, Fox News and Travel Channel.
The original artist, Ray Dorset of Mungo Jerry, re-recorded the hugely popular 1970 song with MSC Cruises' own lyrics. Here's a sample:
"In the summertime, when the weather is fine
You can stretch right up and touch the sky
When it's vacation time, You got MSC Cruises on your mind
Have a drink, relax, you're going to have a good time!"
MSC Cruises also plans to step up its marketing efforts over the next few months. "We are very excited to launch our comprehensive, multi-phase brand awareness plan that will show the market what MSC Cruises is all about," said Bonnie Levengood, senior vice president of marketing. "As we plan for MSC Divina to sail year-round from Miami starting in November 2015 and then our next-generation, new build, MSC Seaside, to come to Miami in 2017, you'll see a significant increase in MSC's marketing efforts which we expect will generate even more excitement from travel agents and consumers for our ships."
In June, the company will launch MSC Book, a new booking engine for travel agents, as well as a revamped MSC agent site and, later this summer, an entirely new consumer website.
Here's the 30-second commercial:
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