Discover Endless Beauty with MSC Cruises’ Global ‘For a Greater Beauty’ Campaign

Tuesday, January 2, 2024

MSC Cruises, the contemporary arm of the Cruise Division within the MSC Group, is set to unveil its latest global integrated marketing initiative, titled “For a Greater Beauty.”

This campaign encourages audiences to explore the allure of cruising with heightened awareness, emphasizing a profound reverence for the ocean and the planet. Beauty, personified by a captivating voice in the film, invites viewers to submerge themselves in diverse global destinations, embrace nature, and partake in extraordinary experiences both on and off the ship.

The campaign will roll out across more than 30 countries globally, utilizing a diverse range of marketing channels, including television, out-of-home advertising, print media, digital platforms, and social media.

The TV commercial was shot aboard MSC World Europa, a cutting-edge vessel in MSC Cruises’ fleet, notable as the fleet’s first ship powered by liquefied natural gas (LNG) and equipped with state-of-the-art environmental technology. MSC World Europa promises an enriching vacation inspired by the company’s European heritage, offering international dining, top-notch entertainment, award-winning family programs, and the latest user-friendly technology.

MSC Cruises remains dedicated to achieving net zero greenhouse gas emissions for its marine operations by 2050. Additionally, the company actively invests in next-generation environmental marine technologies to expedite their development and broad availability throughout the industry.

Throughout 2024, those seeking an escape to uncover the beauty of cruising can choose from over 1,000 departure ports offered by MSC Cruises, visiting more than 240 destinations across 85 countries.

Developed in collaboration with Dentsu Creative Italy, the new campaign was directed by the acclaimed Australian filmmaker Kiku Ohe. Known for his ability to craft compelling visual narratives and draw authentic character-driven performances, Ohe’s highly awarded film craft reflects a rare depth and artistry. The production is credited to Birth.

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