MSC Cruises’ New Brand Campaign Showcases Commitment to Sustainability

MSC World Europa

MSC Cruises launched a new global brand campaign titled “Discover the Future of Cruising,” which showcases the brand’s long-standing commitment to sustainability, according to a statement.

The multi-channel global marketing campaign will roll out in more than 30 countries and will be featured on TV, print media, digital and social media.

“Already cruising is one of the best holiday options on offer for consumers today, but many of our guests don’t realize that is has important sustainability aspects as well,” said Pierfrancesco Vago, executive chairman of the Cruise Division of MSC Group.

“We have long had a steadfast focus on sustainable and environmentally responsible business practices and on protecting guests, employees, and the communities in which we operate. Today more than ever, brands like MSC Cruises recognize the vital importance of the environment and a healthy and viable planet and this is why we think it is important for us to take a leadership role and make our sustainability commitments a key element of our discourse with consumers and overall society. Sustainability at MSC Cruises is central to the brand’s DNA and the way we operate as a business.”

The new campaign is centered around the future of cruising and showcases the fleet’s environmental performance. The TV spot was filmed on board MSC Cruises’ first LNG-powered and most environmentally advanced ship to date, MSC World Europa, demonstrating the ship’s environmental solutions as well as the wider and the company’s sustainability commitment and progress across the brand’s fleet of 21 vessels.

“We have been investing heavily, for many years, in solutions and technologies that continuously and progressively reduce our environmental footprint. From 2017 to 2023, we invested more than eight billion euros in a more modern and efficient fleet with ten new vessels that have each been progressively more environmentally advanced than the last. The new brand campaign for MSC Cruises is a vital tool to explain to consumers and other stakeholders how our commitment to sustainability is articulated on our ships and across our business and showcases how central it is to everything that we do,” added Vago.

The Cruise Division’s efforts to date have led to a carbon intensity reduction of 35 percent since 2008, with good chances of meeting the industry-wide IMO target of a 40 percent intensity reduction by 2030. The Cruise Division of MSC Group is committed to achieving its long-term goal of zero-impact cruise operations by 2050.

“We have already virtually eliminated emissions like SOx and NOx from our operations and now we are focused on reducing carbon emissions with LNG. It is the fuel with the lowest carbon emissions available at the scale we need. We have already got one vessel using it and two more under construction with the third planned to incorporate new technology to minimize methane slip and thus further reduce overall greenhouse gas emissions when using LNG,” said Linden Coppell, the company’s vice president of sustainability and ESG.

“This is the first step in our journey that involves transitioning to LNG in the short-term, low carbon in the medium-term, and net-zero carbon fuels, including synthetic and bio-LNG and synthetic and bio methanol, in the longer-term. As the low-carbon fuels aren’t yet available in any meaningful quantities, we are helping accelerate their development and scaling through our investments in ever more advanced ships and related environmental technologies..

“With every new cruise ship built, MSC Cruises introduces and tests new technical solutions that can utilize these fuels thus providing the encouragement needed to fuel suppliers and governments responsible for the provision by showing them that we are ready and hungry for low and net-zero carbon fuels,” added Coppell.


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