MSC Cruises launches new global brand positioning as company prepares for expansion with seven new next-generation ships
MSC Cruises, the world’s largest privately-owned cruise line and market leader in Europe, South America and South Africa, unveils its new brand positioning. Building on MSC Cruises’ core brand heritage, the new positioning was developed to support the Company’s upcoming global growth plan. MSC Cruises is in the midst of a Euro 5.1 billion investment plan which will double capacity for the company’s fleet and bring seven next-generation ships into service between 2017 and 2022.
“We are a highly innovative company that will double in size over the next six year”, commented MSC Cruises Chief Executive Officer Gianni Onorato. “The new positioning, which is a further evolution of our core values, clearly and firmly communicates our passion for offering each of our guests unique on-board experiences by giving close attention to every detail. It speaks of our values and our commitment to giving them unforgettable cruises. Additionally, it exemplifies our strong global profile in the midst of the next phase of our growth with an unprecedented Euro 5.1 billion, seven next-generation ship investment plan.”
The new positioning offers a fresh vision of the MSC Cruises experience, showcasing where the elegant side of the Mediterranean meets the professionalism, dedication and meticulous attention to detail already typical of MSC Cruises. The fusion of these elements is captured by the new communications campaign, “Not just any cruise” – a promise that underscores the key distinguishing elements of the MSC Cruises experience: modern ships, stylish accommodations, fresh and authentic international and local cuisines, award-winning entertainment, variety of relaxation options, impeccable service, expertise and elegant design.
To ensure that the MSC Cruises experience honours this evolved brand promise both on board and ashore, the company is conducting a 360-degree review of key “experience” moments along the guest journey, from before embarkation to after disembarkation.
To showcase this new brand, the new video entitled “Drop” shows a cotton flower as it evolves into immaculate white sheets where one can enjoy a wonderful night’s rest, celebrating MSC Cruises’ attention to the finest details that ensure plenty of relaxation and the most stylish accommodations. In coming weeks additional video’s showcasing the spectacular entertainment including the Cirque du Soleil partnership and the authentic cuisine will be released in the same evolution style.
SOURCE: MSC Cruises