The new spot is part of a larger advertising rollout in the U.S. as MSC Cruises seeks to differentiate itself from competitors such as Royal Caribbean International, Norwegian Cruise Line and Carnival. It plans to highlight its MSC World America ship in the ad.
“Our message is clear: a cruise vacation with MSC Cruises goes far beyond traditional expectations,” said Suzanne Salas, executive VP of marketing, e-commerce and sales at MSC Cruises USA, in a statement, noting how the brand is “blending European style with American comfort.”
MSC Cruises is the third largest cruise line in the world, according to its website, which touts its leadership in Europe, South America, the Middle East and Southern Africa. The company has a fleet of 22 ships; three new vessels will launch this year, next year and in 2027.
While cruise lines took a hit during the pandemic, the category has regained its footing in recent months as travelers gravitate toward the one-stop-shop appeal of tourism by sea. A 2024 report from the Cruise Lines International Association noted that the industry is expected to grow to 40 million passengers by 2027, up from 29.7 million in 2019, before the pandemic. Twenty percent of U.S. travelers plan to book a cruise in the next 12 months, an increase from 18% who reported going on cruises in the last 12 months, according to a consumer survey from travel market research company Phocuswright.
