Growing The Brand

MSC Cruises has unveiled its new global brand positioning, one that builds on the cruise company’s core brand heritage, and which was developed to support its the upcoming global growth plan.

The cruise company is currently in the midst of a $6 billion investment plan which will double capacity for the company’s fleet and bring seven next-generation ships into service between 2017 and 2022.

The company said that the new positioning follows a year-long global consumer research study into vacationers’ needs, perceptions of MSC Cruises’ current products and the brand’s core qualities.

Insights gathered from nearly 3,000 hours of interviews shaped the evolution of MSC Cruises’ new brand positioning to build upon the brand’s existing core assets and heritage. It also projects a fresh identity of the brand experience that is confident and distinct.

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 distinctively more elegant, professional and more reliable than other cruise lines. For this reason, these existing core elements remained part of the new positioning.

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 already typical 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 accommodations, always fresh and authentic food, award-winning entertainment, plenty of relaxation, impeccable service, expertise and elegant design.

MSC Cruises CEO Gianni Onorato said: “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.”

Onorato continued: “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 $6 billion, seven next-generation ship investment plan.”

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