MSC launches new “The Sea at its Most” global brand campaign
January 2, 2020

MSC Cruises has unveiled its new global brand positioning by broadcasting the new commercial on free and paid for channels in United Kingdom and Ireland as first countries. In the next weeks the advertising spot will roll-out globally through an integrated marketing Campaign in 30 countries worldwide.

The campaign celebrates the sea’s myriad elements, existing both as a means of transport, taking us to new places, new shores and new lands, and also a means of discovery heightening and enriching our travel experience.

The Sea at Its Most” centres on the MSC Cruises brand’s core promise to offer guests a world of discovery and will be realised through a multi-channel global marketing campaign including TV, out of home, print media, digital and social media.

The new campaign was brought to life for TV by award-winning British director Stuart Douglas and was filmed on board the MSC Bellissima whilst in the Mediterranean. Douglas skillfully showcases the sea at its most welcoming, adventurous, curious, spectacular, delicious, magical and unforgettable through stunning cinematography and the beautiful backdrop of the ship.

MSC Cruises partnered with the musical virtuoso and legendary composer Ennio Morricone to create an original score for the new TV campaign. Maestro Morricone has composed an exclusive new music track titled “The Sea at its Most” especially for the campaign, recorded with his live orchestra in Rome earlier this year.

Bringing his trademark artistic mastery and musical versatility to the fore, the track succeeds in being both romantic and emotive in its composition, yet contemporary and dynamic in its style. Combined with a visually powerful and enriching brand world, the track elevates the campaign and helps to accentuate the inspiring brand storytelling like never before.

Gianni Onorato, MSC Cruises CEO commented, “With our new campaign, in which we partner once again with Maestro Morricone who wrote an original track for this, we wanted to celebrate the wonders of the sea and to show how we can enable our guests to discover the world in a unique way on board our uniquely glamourous and modern cruise ships. As a global brand that welcomes more than 180 nationalities on board our vessels, we appeal to curious travellers, who seek out ways to discover new cultures and new experiences and we hope that this will inspire new guests to see what we offer.”

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