MSC Cruiseshas announced its new global brand positioning. Based on the traditional MSC Cruises brand concept, the new positioning has been developed to support the company's upcoming global growth plan. MSC Cruises is currently undertaking an investment plan that will double the capacity of its fleet and bring seven new, state-of-the-art ships into service between 2017 and 2022.
This new positioning is the culmination of a year of market research into consumer needs, perceptions of MSC Cruises' current products, and the brand's core qualities. This valuable information was gathered through nearly 3,000 hours of interviews with leading research agencies TNS and IPSOS. It has shaped the evolution of the new positioning, building upon existing core assets and heritage while projecting a confident and distinctive new brand experience identity.
Previously, the company focused on projecting the Mediterranean lifestyle, emphasizing the warmth of a family business, its human touch, and its accessibility, along with over 300 years of maritime expertise. Studies showed that the company's customers, as well as potential customers, already perceive the MSC Cruises experience as distinctly more elegant, professional, and trustworthy than other cruise lines. Therefore, these existing key elements remain as part of the new positioning.
All cruises offer varying levels of discovery, relaxation, and fun, yet MSC Cruises' refined and sophisticated character sets it apart in providing travelers with new experiences and unforgettable memories. It offers quality, rest, and countless opportunities for relaxation on its modern ships for families and couples of all ages.
The new positioning offers a refreshed approach to the MSC Cruises experience, where the elegance of the Mediterranean merges with professionalism, dedication, and attention to detail. This combination of elements is embodied in the new communication campaign, “Not just any cruise,” a promise that highlights the essential principles that distinguish the MSC Cruises experience: modern ships, comfortable cabins, always-fresh cuisine, an award-winning entertainment program, impeccable service, and elegant design.
“We are a very ambitious company that will double in size over the next six years. It is important that we develop our positioning in line with this growth to ensure that our travelers’ experiences meet or even exceed their expectations,” said Gianni Onorato, CEO of MSC Cruises. “The new positioning, which is a renewed evolution of our core values, clearly demonstrates our passion for offering our guests unique onboard experiences, paying attention to every detail.”.
To develop a communication campaign in accordance with our new approach, we have selected world-class partners to create high-quality concepts with clear visual and musical expressions.
MSC Cruises will launch its new communications strategy this month with an international multimedia campaign airing in Spain, Italy, France, and Germany. The television commercial, titled “Drop,” depicts a cotton flower transforming into pristine white sheets, promising a wonderful night's rest and highlighting the company's attention to detail and customer comfort.
