MSC Cruises Launches Global Brand Campaign Highlighting Sustainable Vacationing

MSC Cruises has launched a new global brand campaign intended to educate consumers on the importance of sustainable vacationing and the critical role sustainability will play in the company’s future. The campaign—called “Discover the future of cruising”—spans more than 30 countries with ads on television along with outdoor, print, digital and social media.

This distinctive creative concept illustrates MSC Cruises’ vision for future cruise vacations by showcasing the fleet’s environmental performance alongside charming and engaging glimpses of life on board. From the sustainable technologies featured on new vessels to cutting-edge entertainment and innovative restaurant concepts, MSC Cruises is pushing the boundaries of a vacation experience at sea.

“Discover the future of cruising” is an industry-first campaign intended to focus primarily on a brand’s sustainability commitment and make it central to its engagement with consumers, travel partners and other stakeholders. As an example, the TV spot focuses on some of the unique environmental technologies and solutions on board MSC World Europa—MSC Cruises’ first LNG-powered and most environmentally advanced ship to date—which came into service late last year. The campaign further showcases the cruise line’s wider commitment to the environment and progress made on sustainability across its fleet of 21 ships, alongside the broader Cruise Division of MSC Group.

MSC Cruises’ Sustainability Action Plan reflects those values establishing six key workstreams across the business and pairing them with goals and measurable targets:

• Transitioning to net-zero emissions
• Scrutinizing resource use and waste
• Supporting people
• Investing in sustainable tourism
• Building greener terminals

MSC’s efforts to date have contributed to a carbon intensity reduction of 35% since 2008, putting it in a good position to meet the industry-wide IMO target of a 40% intensity reduction by 2030.

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