02 January 2024

MSC Cruises launches global marketing campaign “For a Greater Beauty” with TV spot featuring "Bitter Sweet Symphony"


MSC Cruises is ushering in 2024 with a new global marketing campaign titled “For a Greater Beauty.”  The cruise line will launch the new integrated marketing initiative in more than 30 countries.  The campaign aims to encourage audiences to “discover the beauty of cruising in a more conscious way with a profound respect for the ocean and the planet,” per the cruise line.  Crews filmed the TV ad aboard MSC World Europa, which is the line’s first vessel to run on liquefied natural gas. 

In the 30-second TV spot, “Beauty” is personified as a woman’s voice.  As the opening notes of The Verve’s “Bitter Sweet Symphony” play in the background, she asks: “Can you see me?  I’m here in pure wonders reached with a cleaner fuel.  Can you hear me in the loudest music and in quieter propellers?  Can you spot me in the lights of the show and in the shimmering sea?”