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MSC Cruises’ New Campaign Reflects Belief That Life Should be Measured in Moments, not Minutes

04/24/2013

Capture the essence of the Mediterranean way of life
FORT LAUDERDALE, Fla. (April 24, 2013) – MSC Cruises has announced its new campaign conceptually based on a series of personal moments and vacation experiences inspired by the company’s unique Mediterranean spirit and way of life.
As part of a worldwide launch, the campaign reveals a series of moments that define MSC Cruises’ belief that life shouldn’t be measured by the minutes we experience, but by the moments we enjoy.
In North America, the campaign will include various online, social media and email marketing initiatives along with trade and consumer contests, partnerships and promotions.
Shot entirely on board MSC Splendida in September 2012, the campaign follows a day on board an MSC cruise with a focus on four of the company’s key values - discovery, the art of dining, the value of time and the enjoyment of socializing and connecting with others.
While the overall pace of the video is lively, time seemingly slows down at the crux of each scene to emphasise the particular moment being savoured, reinforcing that - with MSC Cruises - time is unimportant and only the experience, emotion and enjoyment of the moment matters. The visuals convey the enthusiasm, energy and informality that are only found as part of the MSC Cruises experience, while the passion and vibrancy of the Mediterranean can be experienced from the bright colors of the sun and sea, the warm lighting, the fresh produce and the people.
Since the beginning, the MSC experience has been defined by its heritage and these roots continue to inspire every journey we make,” said Richard Sasso, President and CEO of MSC Cruises USA. ““The new campaign truly captures the very essence of this unique spirit, showing how every last detail of the MSC experience, from our traditional Mediterranean hospitality to our multinational crew and our enjoyment of good food as a way of life, all reflect the region’s authenticity, warmth and humanity.”
Aside from the stunning images of Mediterranean life, the music used in the commercial tells a remarkable story of its own. The first piece is Eumir Deodato and Daniela Mercury’s performance of ‘Conmigo’, a rearrangement of famous composer and conductor Ennio Morricone’s original soundtrack for the film Metti Una Sera a Cena(Hurry to me). The second piece, which closes the commercial, is ‘Transition 9’, one of the original musical bridges also composed by Maestro Morricone for the release of a tribute album ahead of the 2007 Academy Awards, when he received the Academy Honorary Award.
My Moments Video Sharing
As part of the campaign launch, MSC Cruises has also introduced the “My Moments” online tool, offering travelers across the world a fun and original way of creating and sharing a video photo album of their own most memorable moments. This new tool encourages people to celebrate the moments that make their own travels special. Users are invited to upload photos that evoke the enjoyable moments they experience when time drifts by.
Photos can be uploaded from users’ computers or directly from Facebook, and once the album is created it can be shared with friends on Facebook, Twitter and Google+. The new “My Moments” tool is available on www.msccruisesusa.com.
To view MSC’s new branding video, click on Moments.
About MSC Cruises:
MSC Cruises is a privately-held, family-owned, Italian cruise line with a fleet of 12 ships: MSC Armonia, MSC Divina, MSC Fantasia, MSC Lirica, MSC Magnifica, MSC Musica, MSC Orchestra, MSC Opera, MSC Poesia, MSC Preziosa, MSC Sinfonia and MSC Splendida. The fleet cruises year-round in the Mediterranean and seasonally in the Caribbean, Northern Europe, the Atlantic Ocean, the French Antilles, South America, South and West Africa, The United Arab Emirates and the Red Sea. Starting November, MSC Divina will begin sailing the Caribbean year-round from PortMiami. For more information, visit www.msccruisesusa.com.

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