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'Not just any cruise' - MSC Cruises unveils new global brand positioning

MSC Cruises unveiled its new global brand positioning developed to support the company’s growth plans. MSC Cruises is in the midst of a €5.1bn investment plan that will double capacity for the company’s fleet and bring seven next-generation ships into service between 2017 and 2022.

The new positioning follows a year-long global (including in Germany, France, Italy, Spain, UK and the US) consumer research study gathered from nearly 3,000 hours of interviews by research agencies TNS and IPSOS into holidaymakers’ needs, perceptions of MSC Cruises’ current products and the brand’s core qualities.

The positioning is captured by the new communications campaign, 'Not just any cruise' - a promise that underscores the key distinguishing elements of the MSC  experience: 'modern ships, comfortable accommodation, fresh and authentic food, award-winning entertainment, relaxation, impeccable service, expertise and elegant design.'

An international multimedia campaign, starting with TV ads in Italy, France, Germany and Spain consisting of three commercials, will be rolled out in the coming month.

With the company doubling in size in the next six years, 'it’s important that we evolve our positioning along with this growth to ensure the experience delivered meets and exceeds the needs and desires of cruisers from across the world,' commented MSC Cruises ceo Gianni Onorato.

'The new positioning, which is a further evolution of our core values, clearly and firmly communicates our passion for offering each of our guests unique on-board experiences by giving close personal attention to every detail,' he added.

To develop a communications campaign that will support this positioning, MSC Cruises worked with strategic communications firm McCann Worldgroup and Oscar-nominated British film director Daniel Barber. The commercial’s soundtrack was written exclusively for MSC by the multi-award-winning Italian composer Ennio Morricone, with whom the company has a long-standing, close relationship dating to 2007, when he conducted the concert for the christening of MSC Orchestra.