As part of its plans for increasing its presence in North America, MSC Cruises is launching a new TV spot titled “In the Summertime” which will air on a variety of lifestyle and news cable channels.
The new ad marks the first time MSC Cruises is running a long-term national TV branding campaign for the U.S. market. The commercial’s music “In the Summertime” was re-recorded with MSC’s own lyrics by the original artist Ray Dorset of Mungo Jerry. “In the Summertime” was one of the best-selling singles of all times with over 6 million copies sold.
In addition to its new commercial, MSC plans in the next few months to step up its marketing efforts, the line said in a written release.
In June, the company will launch MSC Book, a new, smart booking engine for travel agents that aims to improve the end-user experience and make the booking process as quick and simple as possible. At the same time, MSC will reveal a revamped MSC travel agent site with a new look and feel. Later this summer the company will launch an entirely new consumer web site.