MSC Cruises Unveils Brand Campaign Showcasing Sustainability

MSC Cruises unveiled its new brand campaign, the "Future of Cruising," which it will roll out in more than 30 countries. The campaign highlights the different ways in which the cruise line is committed to sustainability, while still showcasing some of the enjoyment cruisers can find onboard.

"Already cruising is one of the best holiday options for consumer today, but many of our guests don't realize that it has important sustainability aspects as well" said Pierfrancesco Vago, executive chairman of the cruise division of MSC Group. "Today more than ever, brands like MSC Cruises recognize the vital importance of the environment, and a healthy and viable planet and this is why we think it is important for us to take a leadership role and make our sustainability commitments a key element of our discourse with consumers and overall society."

The "Future of Cruising" is the first campaign from a large cruise line to focus primarily on its sustainability commitment. As an example, the TV spot focuses on MSC World Europa's use of LNG fuel, ship-grown restaurant ingredients, recycling efforts, and energy-saving practices.

The lead video was filmed onboard MSC World Europa, the line's most environmentally-advance ship to date. It will run as a commercial on TV around the world. Other outlets for the campaign will include outdoor, print, digital and social media.