MSC Cruises has unveiled its new global brand positioning at a series of media events in Europe today.

Building on MSC Cruises’ core brand heritage, the new positioning was developed to support the company’s upcoming global growth plan, according to a statement.

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.

This new positioning follows a year-long global (including in Germany, France, Italy, Spain, UK and the U.S.) consumer research study.

"Previously, the company focused on projecting the Mediterranean way of life, which told of the family-owned company’s warmth, humanity and accessibility, coupled with MSC Cruises’ unparalleled maritime expertise rooted in the family’s own 300 years of seafaring tradition. To this, the research added a new finding: the Company’s guests and prospective customers already perceive the MSC Cruises experience as being distinctly more elegant, professional and more reliable than other cruise lines. For this reason, these existing core elements remained part of the new positioning," said MSC.

"The new positioning offers a fresh vision of the MSC Cruises experience, showcasing where the elegant side of the Mediterranean meets the professionalism, dedication and meticulous attention to detail that are already hallmarks of MSC Cruises. The fusion of these elements is captured by the new communications campaign, “Not just any cruise” - a promise that underscores the key distinguishing elements of the MSC Cruises experience: modern ships, comfortable accommodation, unfailingly fresh and authentic food, award-winning entertainment, plenty of relaxation, impeccable service, expertise and elegant design," continued the statement.

“We are a highly ambitious company that will double in size over 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 Chief Executive Officer 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. It speaks of our values and our commitment to giving them unforgettable cruises. Additionally, it exemplifies our stronger than ever global profile at a time when we are in the midst of the next phase of our growth with an unprecedented €5.1 billion, seven next-generation ship investment plan.”

Partners included: communications firm McCann Worldgroup; Oscar-nominated British film director Daniel Barber to craft the storytelling; while the commercial’s beguiling soundtrack was written exclusively for MSC Cruises by the Italian composer Ennio Morricone, with whom MSC Cruises has a long-standing, close relationship dating back to 2007, when he conducted the concert for the christening of MSC Orchestra.

MSC Cruises will begin to communicate the new positioning this month through the roll-out of an international multimedia campaign, starting with TV ads in Italy, France, Germany and Spain consisting of three commercials. The first is titled “Drop” and shows a cotton flower as it evolves into immaculate white sheets offering a wonderful night’s rest, celebrating MSC Cruises’ attention to the finest details that ensure plenty of relaxation and the most comfortable accommodation.

Then there is “Note”, where a piano string and single note morph into a dazzling spectacle of entertainment through music and lights, representing the highest standards behind the Company’s on-board entertainment, which also includes Cirque du Soleil shows exclusive to MSC Cruises; and, finally, “Tomato”, in which the freshest high-quality ingredients evolve into beautifully crafted dishes at the hands of expert chefs, showing MSC Cruises’ dedication to the culinary experience, as exemplified in the Eataly restaurants on-board and in the recipes developed for MSC Cruises guests by two-Michelin star chef Carlo Cracco.

To ensure that the MSC Cruises experience truly and fully honours this evolved brand promise both on board and ashore, the Company has already begun an exhaustive, 360-degree review of key “experience” moments along the guest journey, from before embarkation to after disembarkation.

Further information:

The new communication campaign airs from January 10. in Italy, France, Germany and Spain with “Drop” shown in varying length formats, while the other subjects will follow in the coming weeks.

Brand campaign global spend: €65m

-    France brand campaign spend: €15m
-    Italy brand campaign spend: €16m
-    Germany brand campaign spend: €19m
-    Spain brand campaign spend: €6m