MSC Cruises has announced a sustainable marketing push, titled ‘For a Greater Beauty’, to promote eco-friendly cruising.
- The campaign seeks to highlight an environmentally conscious approach to cruising, showing respect for oceans and the Earth.
- It will be launched in over 30 countries via TV, print, digital, and social media channels.
- The initiative underscores MSC’s significant investments in green marine technologies and its net-zero emissions goal by 2050.
- Coinciding with this, MSC Cruises has also expanded its US homeports, with new itineraries from Galveston, Texas.
MSC Cruises has embarked on a global campaign named ‘For a Greater Beauty’, aimed at promoting sustainable cruising as an integral part of its operations. The campaign, created in collaboration with Dentsu Creative Italy, seeks to foster a sense of respect and responsibility towards the ocean and the planet among its audience. It will span across more than 30 countries, a testament to MSC Cruises’ commitment to ecological preservation in one of the most challenging sectors of the travel industry.
The company is utilising a variety of platforms to disseminate this message, including television, out-of-home advertising, print media, and a strong digital and social media presence. This multifaceted strategy not only broadens the campaign’s reach but also caters to diverse audiences globally. Filmmaker Kiku Ohe directed the TV advertisement on board MSC World Europa, the fleet’s pioneering ship powered by liquefied natural gas (LNG), reflecting the company’s shift towards more sustainable marine operations.
Furthermore, MSC Cruises has set an ambitious target to achieve net-zero greenhouse gas emissions from its marine operations by 2050. This aligns with its ongoing investments in advanced environmental marine technologies, which the company believes are crucial for driving industry-wide change. The campaign is part of this broader initiative, aiming to accelerate the development and broader adoption of sustainable technologies within the maritime industry.
In addition to the campaign, MSC Cruises is expanding its operational footprint in North America by adding a fourth US homeport. Starting from November 2025, MSC Seascape will operate year-round from Galveston, Texas, offering new itineraries that include stops in destinations such as Costa Maya and Cozumel, Mexico, and Isla de Roatan, Honduras. This strategic expansion is indicative of MSC’s commitment to enhancing its offerings while maintaining a sustainable approach.
MSC Cruises’ new campaign underscores its commitment to sustainable cruising while expanding its global presence.
