MSC Cruises has unveiled its new brand positioning as it continues its investment plan which will double the capacity of its fleet and bring seven next-generation ships into service between 2017 and 2022.
“We are a highly innovative company that will double in size over the next six year,” commented MSC Cruises chief executive officer Gianni Onorato. “The new positioning, which is a further evolution of our core values, clearly and firmly communicates our passion for offering each of our guests unique on-board experiences by giving close attention to every detail.”
In line with the strategy, the cruise operator has launched a new marketing campaign based on the “Not just any cruise” mantra.
To ensure that the MSC Cruises experience honours this evolved brand promise both on board and ashore, the company is conducting a 360-degree review of key “experience” moments along the guest journey, from before embarkation to after disembarkation.
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