• by Fern Siegel , January 3, 2024

MSC Cruises just sailed into a a new global integrated marketing campaign titled “For A Greater Beauty.”

The campaign, running in more than 30 countries, employs TV, out-of-home ads, print, digital and social media.

Dentsu Creative Italy created the TV spot, which was filmed onboard the MSC World Europa, the line's first ship powered by LNG. Australian director Kiku Ohe helmed the effort.

The focus of the work is that cruising can be done in a more eco-conscious way, using "cleaner fuel" in order to protect the ocean.

This year, MSC Cruises will operate more than 1,000 different sailings headed to 240 destinations in more than 85 countries.