MSC Cruises has announced the launch of a new "Not Just Any Cruise" brand campaign. The new positioning was developed to support the company’s upcoming global growth plan, which includes a $6 billion investment plan that will double capacity for the company’s fleet and bring seven next-generation ships into service between 2017 and 2022.
This new positioning follows a year-long global consumer research study into vacationers’ needs, perceptions of MSC Cruises’ current products and the brand’s core qualities. The cruise line gathered insights from nearly 3,000 hours of interviews by leading research agencies TNS and IPSOS.
Previously, the company focused on projecting the Mediterranean way of life, which told of the family-owned company’s warmth, humanity and accessibility, coupled with MSC Cruises’ maritime expertise rooted in the family’s own 300 years of seafaring tradition, MSC said. To this, the research added a new finding: The company’s guests and prospective customers already perceive the MSC Cruises experience as being distinctively more elegant, professional and more reliable than other cruise lines. For this reason, these existing core elements remained part of the new positioning.
The new communications campaign, “Not Just Any Cruise,” underscores the key distinguishing elements of the MSC Cruises experience: modern ships, comfortable accommodations, always fresh and authentic food, award-winning entertainment, plenty of relaxation, impeccable service, expertise and elegant design.
The new communication campaign began airing on January 10 in Italy, France, Germany and Spain, with the U.S. market to follow mid-year.