MSC Cruises has unveiled a brand campaign that focuses on its sustainability credentials and will roll it out across TV, out-of-home advertising, print media, digital and social media channels.
The line said the campaign – titled ‘Discover the future of cruising’ – demonstrates how “sustainability is at the beating heart of our daily activities and long-term growth strategy”.
The campaign, which was filmed on MSC World Europa (pictured), can be viewed in more than 30 countries. It will go live in the UK on Monday, January 23.
MSC claims the campaign is the first in the industry to focus “on a brand’s sustainability commitment and make it central to its engagement with consumers, travel partners and other stakeholders from the broader society”.
The line said there were six sustainability “workstreams” in place across the business: transitioning to net-zero emissions; scrutinising resource use and waste; supporting people; investing in sustainable tourism; building greener terminals and procuring sustainably.
Pierfrancesco Vago, executive chairman of the cruise division of MSC Group, outlined how the new brand campaign is “a vital tool” to explain to consumers and other stakeholders how the line’s commitment to sustainability is “articulated on our ships and across our business and showcases how central it is to everything that we do”.
He said: “Cruising is one of the best holiday options on offer for consumers today, but many of our guests don’t realise that is has important sustainability aspects as well.
“We have long had a steadfast focus on sustainable and environmentally responsible business practices and on protecting guests, employees, and the communities in which we operate.
“Today more than ever, brands like MSC Cruises recognise the vital importance of the environment and a healthy and viable planet.
“This is why we think it is important for us to take a leadership role and make our sustainability commitments a key element of our discourse with consumers and overall society.
“Sustainability at MSC Cruises is central to the brand’s DNA and the way we operate as a business.”
MSC has reduced ships’ carbon intensity levels by 35% since 2008, meaning it’s “in a good position” to meet the International Maritime Organization’s industry-wide target of a 40% reduction by 2030.
A still from MSC’s new brand campaign which launches in the UK on January 23
Linden Coppell, vice-president of sustainability and environmental social and corporate governance at MSC, added: “We have already virtually eliminated emissions like sulphur oxide and nitrogen oxides from our operations and now we are focused on reducing carbon emissions with Liquefied Natural Gas (LNG).
“We have already got one vessel using it and two more under construction with the third planned to incorporate new technology to minimise methane slip and thus further reduce overall greenhouse gas emissions when using LNG.”
Delivered in October 2022, MSC World Europa was MSC Cruises’ first LNG-powered vessel. MSC Cruises’ second LNG ship, MSC Euribia, will be delivered in June 2023, while the third, MSC World America, is currently being constructed and will be delivered in 2025.
Each new MSC ship which has launched since 2017 has been fitted with shore power technology.
The line’s latest vessels are also fitted with advanced wastewater treatment systems, allowing water to be treated to a “higher standard than many land-based wastewater treatment plants”, MSC said.