msc logoCorporate Information & Media Roommenu icon



London, UK - January 12, 2024. MSC Cruises, the contemporary brand of the Cruise Division of MSC Group, today launches its brand new global integrated marketing campaign “For a greater beauty”.

The campaign encourages audiences to discover the beauty of cruising in a more conscious way with a profound respect for the ocean and the planet. Beauty, represented in the film by an alluring voice, invites the audience to immerse into the world’s destinations, into nature and into wonderful experiences on and off board.

The campaign will be activated in more than 30 countries worldwide and will be seen through a mix of marketing channels including TV, out of home, print media, digital and social media.

Created in partnership with Dentsu Creative Italy, the new campaign has been filmed by the Australian director Kiku Ohe. Known for his ability to craft compelling visual narratives, elicit authentic character-driven performances, his highly awarded film craft displays a rare depth and artistry. The production is signed by Birth.

Antonio Paradiso, MSC Cruises MD, UK & Ireland commented: “We are extremely excited to launch our new brand campaign in the UK which goes live today across multiple media channels. We wanted to create a new visual experience that incorporates our brand values and respect for the ocean and planet. The campaign will showcase the huge variety of experiences available on board our ships while encouraging our customers to discover the beauty of cruising in a more conscious way.”

The TV spot was filmed on board MSC World Europa, one of 22 modern ships in MSC Cruises’ fleet and the fleet’s first ship to be powered by liquefied natural gas (LNG) and features the latest environmental technology. MSC World Europa offers an enriching holiday experience inspired by the Company’s European heritage, where guests can enjoy international dining, world-class entertainment, award-winning family programmes and the latest user-friendly technology.

MSC Cruises is firmly committed to achieving net zero greenhouse gas emissions for its marine operations by 2050. The Company is also a significant investor in next-generation environmental marine technologies, with the objective to support their accelerated development and availability industry-wide.

Throughout 2024, those looking to escape the everyday to discover the beauty of cruising can choose from one of MSC Cruises more than 1,000 different departures calling at more than 240 destinations in 85+ countries.


To find out more about theFor a greater beauty” campaign, click here

To book a 2024 holiday with MSC Cruises, click here

To learn more about the Company’s environmental commitment please see here



Dentsu Creative is Dentsu's global creative network that transforms brands and businesses through the power of Modern Creativity.  2022's Cannes Lions Agency of the Year, it is made for integration with Dentsu's Media and Merkle networks through Horizontal Creativity. 9,000 creatives across the globe are connected to dentsu’s Media and CX experts to deliver ideas that Create Culture, Shape Society, and Invent the Future. In Italy, from 1 April 2022, Dentsu Creative is a Benefit Company.