MSC MasterChef At Sea demonstrates MSC Cruises’ continued commitment to on board enrichment offerings
London, 20th July 2017 - MSC Cruises, the Swiss-based world’s largest privately-owned cruise company and market leader in Europe and South America, today announced the launch of MSC MasterChef At Sea. Collaborating with MasterChef producers, Endemol Shine Group, the innovative partnership will bring the hugely successful and globally-recognised MasterChef brand to MSC Cruises in a unique immersive entertainment format that will roll out across the fleet from summer 2017*. This latest announcement further demonstrates MSC Cruises’ ongoing commitment to providing a wide and diverse entertainment offering and brings to life the Company’s passion for food.
MSC MasterChef At Sea mirrors the hugely popular TV show in the form of a cooking competition on board an MSC Cruises ship. Guests will have the opportunity to put their culinary flair and skill to the test whilst competing against other guests. This immersive, inspiring experience has been designed with the intention of bringing some MasterChef magic from the UK, France, Spain, Portugal, Italy, Germany, South Africa, Brazil, Argentina and China into the lives of MSC Cruises guests whilst at sea and encouraging culinary exploration.
Gianni Onorato, CEO of MSC Cruises commented: “One of the key distinguishing features of an MSC Cruises holiday is the wide range of entertainment options available throughout the day and night to meet the needs of guests of all ages. This latest addition to the onboard entertainment has been created in partnership with MasterChef, one of the world’s most well-known food lifestyle brands to help bring an experience for our guests that combines a global passion for food with immersive entertainment. In creating this experience, we have tapped into the motivations of those who watch the hit TV show MasterChef and brought them to life with this new offering – to be inspired, to be entertained and to learn.”
The MasterChef partnership is part of a broader strategy from MSC Cruises to collaborate with world-class experts who reflect the Company’s focus on excellence. The Company seeks to work with global leaders in their field, bringing together MSC Cruises’ dedication to creating unique on-board experiences and meticulous attention to detail with the partner’s specialist skills and expertise.
Frances Adams, Global Director of Brands and Licensing, Endemol Shine Group said, “We are delighted to collaborate with MSC Cruises, bringing a unique and authentic MasterChef experience to entertain new audiences around the world. MasterChef is a phenomenally successful global brand, which continues to grow in popularity, with a real appetite from fans of the series to engage with the brand off-air.”
Guests who participate while holidaying on one of MSC Cruises’ ships will be challenged in pairs to create a dish from a box of mystery ingredients, which will be judged by the MSC Cruises’ executive chef on board based on the presentation, taste and originality of their dish. Each cruise will see a new winner crowned and who will receive a MasterChef prize on board. Each of the overall winners will also be entered into a yearly prize draw to win one of two fantastic prizes:
1st Prize: a dinner at the winner’s house or local venue with one of the MasterChef stars as a personal chef, a MasterChef collection of 50 exclusive recipes as well as the possibility to enter the official casting process for the MasterChef TV show**
2nd Prize: the chance to be part of the show’s audience** while dining in one of the restaurants featured in the show with three friends and the MasterChef collection with 50 exclusive recipes
* The partnership will be activated in the following marketing territories : UK, France, Spain, Portugal, Italy, Germany, South Africa, Brazil, Argentina and China
** Subject to filming schedules and official casting terms and conditions, including: (i) winners must be residents within one of these countries: Italy, Germany, Spain, UK, Brazil and Portugal; and (ii) may only apply to be cast in a production within the country in which they are lawfully resident.
***Only available in UK, France, Spain, Portugal, Italy, Germany, South Africa, Brazil, Argentina and China dependent on filming schedule.
NOTES TO EDITORS
Other examples of best-in-class partnerships include, the exclusive collaboration with the world leader in artistic entertainment, Cirque du Soleil. The long-term partnership between MSC Cruises and Cirque du Soleil will set new standards in live entertainment at sea and will see the world’s leader in artistic entertainment create a total of eight original shows that will be exclusively available on MSC Cruises’ Meraviglia generation ships, coming into service between 2017 and 2020.
MSC Cruises has also worked together with the world’s leading wellness company, Technogym, to launch the Wellness Experience - a personalised 360° programme that enables guests to combine discovery and culture with their personal wellness goal.
About MSC Cruises
MSC Cruises is the world’s largest privately owned cruise company and the number one cruise line in Europe and South America. The Company sails year-round in the Mediterranean and the Caribbean and offers seasonal itineraries in northern Europe, the Atlantic Ocean, Cuba and the French Antilles, South America, southern Africa, and Abu Dhabi, Dubai and Sir Bani Yas. The MSC Cruises’ experience embodies the elegant side of the Mediterranean to create unique and unforgettable emotions for guests, through discovery of the world’s cultures, beauties and tastes.
Following a €5.7 billion investment endeavour between 2003 and 2013 for the construction of 12 modern cruise ships, MSC Cruises launched in 2014 an industry-unprecedented €9 billion investment plan to build another 11 next-generation mega cruise ships, coming into service between 2017 and 2026. The Company is set to nearly triple its capacity by 2026. MSC Cruises holidays are sold across the globe through a significant distribution network in 67 countries. The Company employs over 17,000 people across the globe, both ashore and on board its ships. The MSC Cruises fleet comprises 13 modern ships: MSC Meraviglia, MSC Preziosa; MSC Divina; MSC Splendida; MSC Fantasia; MSC Magnifica; MSC Poesia; MSC Orchestra; MSC Musica; MSC Sinfonia; MSC Armonia; MSC Opera and MSC Lirica.
MSC Cruises feels a deep responsibility for the environments in which it operates and was the first company ever to earn the Bureau Veritas "7 Golden Pearls" for superior management and environmental stewardship. In 2009, MSC Cruises began an enduring partnership with UNICEF to support various programmes assisting children worldwide. So far, nearly €7 million has been collected in voluntary guest donations.
About Endemol Shine Group
Endemol Shine Group is a global content powerhouse creating world class content for all platforms.
As a producer and distributor, Endemol Shine Group works on a unique local and global axis comprised of 120 companies across more than 30 markets dedicated to creating content that enthrals and inspires. Endemol Shine Group produced a total of 700 productions across 66 territories in 2016, airing on 267 channels around the world.
MasterChef is the most successful factual-entertainment format in the world, locally adapted in 51 territories. The MasterChef brand extends into a huge range of successful commercial activities, including extensive publishing, consumer products, live events, digital and B2B activities with brand extensions in over 30 markets.