The gigantic MSC World Europa is the centrepiece of MSC Cruises’ new “Future of Cruising” campaign, which is being released worldwide. The campaign’s goal is to make customers more conscious of the impact of their vacation choices on the environment and the company’s future.
Ad campaigns for “Discover the future of cruising” appear on television and in outdoor, print, internet, and social media platforms in more than 30 countries.
MSC Cruises released a new concept video worldwide on 19 January that demonstrates the company’s long-term vision for the cruise industry by displaying the fleet’s environmental performance and providing peeks into onboard life.
There are several moving parts to the programme. A significant contributor is the cruise line’s marine conservation initiative at Ocean Cay MSC Marine Reserve. Ocean Cay was once used for mining industrial sand, but now it is a private island where passengers may relax amid the clear blue seas that are home to numerous marine creatures and coral reefs.
The MSC World Europa, the first LNG-powered and most ecologically advanced ship in the MSC Cruises fleet, can carry 6,762 passengers and has a gross tonnage of 215,863. A television programme highlights the innovative environmental technology and solutions available on board. Over the last few months, the special was shot on set on the cruise ship.
The campaign highlights MSC Cruises’ and the Cruise Division of MSC Group’s shared commitment to environmental protection and sustainable practices throughout the cruise line’s 21 ships.
Many of our passengers don’t understand that sailing has crucial sustainability features as well,” stated Pierfrancesco Vago, Executive Chairman of the Cruise Division of MSC Group.
Guests, staff, and the communities in which we operate have always been at the forefront of our minds. We have never wavered from our commitment to conducting business in a way that respects the environment.
MSC Cruises must support and develop sustainable tourism practices; hence the company works closely with tour operators and industry partners. The beach excursion staff of MSC Cruises collaborates with travel agencies worldwide to find excursions built on solid ecological standards.
These excursions, which we call “Protectours,” are designed to teach visitors about the area. More than two-thirds of Protectours involve eco-friendly modes of transportation, including walking, cycling, or kayaking, and many participants directly aid in conserving endangered animals or habitats.
Vago continued, saying, “Today more than ever, brands like MSC Cruises recognise 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.”
By increasing the carbon efficiency of its fleet by 35% since 2008, MSC Cruises is well on its way to fulfilling the International Maritime Organization’s goal of a 40% reduction in carbon by 2030. The cruise line and MSC Group’s Cruise Division are dedicated to reaching their 2050 goal of producing zero net emissions from their maritime activities.
In its pursuit to remain the industry standard in environmentally responsible cruising, MSC Cruises’ “Discover the future of cruising” campaign is an important step. It has raised the bar for sustainability with features like noise-reducing hulls that are better for wildlife, cutting-edge waste processing technologies, smart heating, cooling, and lighting systems, and cutting-edge LED lighting.
As the cruise industry develops and expands, the need to maintain a commitment to sustainability and environmental responsibility will rise to new heights. By launching a worldwide marketing campaign, MSC Cruises is making it clear that they intend to be the industry leader in sustainable tourism.
Several recent measures demonstrate that the cruise industry has heard the need to reduce pollution and emissions. It will take more than just making it until 2050 to realise the full potential of these aims. To be considered a sustainable holiday choice in the future, the sector has a long way to go.