MSC Cruises doubles down on sustainability pledge with global campaign
The brand is questioning what the future of cruise holidays looks like with this global campaign.
Created in partnership with 180 Amsterdam, ‘Discover the Future of Cruising’ sees various situations that the cruise brand hopes to improve on going forward. From recycling to powering ships with clean fuel, the hero film leads with the question: can we do better?
Antonio Burrello, chief marketing officer of MSC Cruises, said: “Sustainability is at the core of MSC Cruises’ DNA and the way we operate as a brand. That is why this new campaign is so vital, as it demonstrates our long-standing commitment to continuously reducing our environmental footprint while engaging our guests and travel partners on the importance of a more responsible way of vacationing. This is the industry’s first global campaign focused entirely on sustainability.”
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According to the brand, it has improved its fleet carbon efficiency by 35% since 2008 and is well on its way to meeting the International Maritime Organization (IMO) objective of a 40% intensity reduction by 2030.
John Messum, executive creative director at 180 Amsterdam, added: “Our new integrated campaign highlights MSC’s commitment to reducing carbon emissions, reducing waste, and preserving our planet and sea. It’s a bold and distinctive point of view and truly represents the brand’s commitment to be the future of cruising.”
The campaign is launching in 30 markets, across TV, out-of-home, social media and print.