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MSC Cruises USA launches 'In the Summertime' national TV spot

Bonnie Levengood - 'a significant increase in MSC's marketing efforts' stateside
As part of its strategy to increase stateside awareness and bookings, MSC Cruises USA today launched a new television spot on a variety of US lifestyle and news cable channels. It's the first time the line is running a long-term national TV branding campaign on the US market.

The 30-second spot is set to 'In the Summertime'—one of the best-selling singles of all time, with 6m copies sold—with MSC-adapted lyrics recorded by Ray Dorset of Mungo Jerry.

Among the images are a pool shots, a long kiss, kids splashing, a massage, a chef tossing a pizza, a show, cocktails in the dance club and woman luxuriating in her butler-served stateroom.

The spot ends with a call to action: 'Call your travel agent or visit' A starting fare of $449 is listed.

The new spot is here.

The commercial is part of marketing efforts that will step up in the coming months, which the line said would make it easier for travel agents and consumers to book with MSC.

'We are very excited to launch our comprehensive, multiphase brand awareness plan that will show the market what MSC Cruises is all about,' said Bonnie Levengood, svp marketing, MSC Cruises USA.

She added that as the line plans for MSC Divina to sail year-round from PortMiami starting in November, then the next-generation newbuild, MSC Seaside, arriving in Miami in 2017, there will be 'a significant increase in MSC’s marketing efforts.'

In June the company will launch MSC Book, a streamlined booking engine for travel agents. At the same time, MSC will revamp its US travel agent website. Later this summer, an entirely new consumer site is planned.