MSC Cruises launches global sustainability campaign

MSC Cruises launches global sustainability campaign

Asking 'what does the future of cruising look like?' the campaign will roll out in more than 30 countries through a global marketing drive

MSC Cruises has launched a new global brand campaign entitled “Discover the future of cruising,”,which will roll-out in more than 30 countries through a multi-channel global marketing campaign including TV, out of home, print media, digital and social media.

With this new campaign, MSC Cruises will show how sustainability is at the beating heart of its daily activities and long-term growth strategy.

The brand concept asks what does the future of cruising look like? The bold and distinctive creative concept is about MSC Cruises’ commitment to be the future of cruising, showcasing the fleet’s environmental performance with glimpses of life on board, in a warm, charming and engaging way.

The TV spot was filmed on board MSC Cruises’ first LNG-powered and most environmentally advanced ship to date, MSC World Europa, which came into service late last year. While focusing on some of the unique environmental technologies and solutions of this new ship, the campaign also demonstrates the wider and long-standing sustainability commitment and progress across the brand’s fleet of 21 vessels and the broader Cruise Division of MSC Group.

It is also the first campaign in the industry that squarely focuses on a brand’s sustainability commitment and makes it central to its engagement with consumers, travel partners and other stakeholders from the broader society.

MSC Cruises’ Sustainability Action Plan establishes six key workstreams across the business: transitioning to net-zero emissions, scrutinising resource use and waste, supporting people, investing in sustainable tourism, building greener terminals, and procuring sustainably. Actions within the plan are accompanied by goals, with measurable targets.

The Cruise Division of MSC Group is firmly committed to achieving its long-term goal of zero-impact cruise operations by 2050 and is well advanced on this journey.

“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 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 minimise methane slip and thus further reduce overall greenhouse gas emissions when using LNG,” says Linden Coppell, vice president of sustainability & 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.”

To find out more about the Future of cruising campaign and MSC Cruises sustainability commitment, click here

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