MSC Cruises launches global ad campaign

Cruise line promotes sustainability message across 30 countries

MSC Cruises launched a worldwide marketing campaign this week. Entitled ‘For a Greater Beauty’, the campaign is being rolled out in more than 30 countries.

The campaign – airing on a range of marketing channels that include television, out-of-home advertising, newspapers and magazines, digital advertising and social media – aims to encourage audiences to discover the beauty of cruising in a more mindful way, with emphasis on environmental respect for the ocean and the planet.

The TV ad was filmed on board MSC World Europa, MSC Cruises’ first ship to be powered by liquefied natural gas (LNG). 

LNG is the cleanest marine fuel currently available at scale, virtually eliminating local air pollutants and reducing greenhouse gas emissions significantly compared to conventional marine fuels.

To date MSC Cruises has invested around US$3.3bn in three LNG-powered cruise ships: the first, MSC World Europa, set sail in December 2022; the second, MSC Euribia, joined the fleet in June 2023, while the third, MSC World America, is currently being built by Chantiers de l’Atlantique and will be launched in 2025.

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According to the company’s latest Sustainability Report released in 2022, its carbon intensity has been reduced by 33.5% since 2008. As well as being on track to achieve the International Maritime Organisation’s 40% carbon intensity reduction target for the maritime industry well ahead of the 2030 target, MSC Cruises is firmly committed to achieving net zero greenhouse gas emissions for its marine operations by 2050.  

MSC Cruises will operate more than 1,000 different sailings in 2024 calling at more than 240 destinations in more than 85 countries.