MSC has launched a global campaign encouraging passengers to have more respect for the ocean and the planet while practising ‘conscious cruising’.
The new campaign, ‘For a Greater Beauty’, was launched on January 12. It will run worldwide in 30 countries on multiple platforms including social media, print and television.
The company used the TV segment of the campaign to bring attention to the environmental achievements of the MSC World Europa, the first of its ships to be powered by liquefied natural gas (LNG). The short film says, for MSC, beauty is “pure wonders reached with a cleaner fuel”.
MSC has announced plans to convert more of its ships to LNG, with the MSC World America making the switch in April 2025. The company has also ordered two more LNG-powered ships from French shipbuilder Chantiers d’Atlantique, which will be delivered by 2027.
The campaign was directed by Australian Kiku Ohe in collaboration with Dentsu Creative Italy. MSC hopes the campaign will invite its audience “to discover the beauty of cruising in a more conscious way with a profound respect for the ocean and the planet”.
