MSC’s ‘future of cruising’ campaign showcases its commitment to sustainability

MSC’s ‘future of cruising’ campaign showcases its commitment to sustainability
By Zach Havard


MSC Cruises has launched a new campaign, ‘Discover the future of cruising’ to be rolled out in over 30 countries through a multi-channel global marketing campaign.

The campaign aims to zero in on the fleets environmental features as well as the brand’s wider sustainability measures.

Spearheaded by a TVC filmed on board MSC Cruises’ first LNG-powered (producing 25 per cent less nitrogen and carbon emissions) and most environmentally advanced ship to date, MSC World Europa, asks how ‘we’ can do better. It’s the first campaign in the industry that squarely focuses on a brand’s sustainability commitment and makes it central to its engagement with consumers, travel partners and other stakeholders from the broader society.

Pierfrancesco Vago, executive chairman of the cruise division, MSC group, hopes the new campaign will bring sustainability to the front of travellers minds.

“Already cruising is one of the best holiday options on offer for consumers today, but many of our guests don’t realise that is has important sustainability aspects as well,” Vago said.

“Sustainability at MSC Cruises is central to the brand’s DNA and the way we operate as a business.” 

Having improved its fleets carbon efficiency by 35 per cent since 2008, MSC is well positioned to meet the International Maritime Organisation’s objective by a 40 per cent intensity reduction by 2030.

MSC Cruises and the broader Cruise Division of MSC Group remains committed to achieving its target of net-zero emissions for its marine operations by 2050.

“We have already virtually eliminated emissions like SOx and NOx from our operations and now we are focused on reducing carbon emissions with LNG,” Linden Coppell, vice president of sustainability and ESG, MSC, said.

“It is the fuel with lowest carbon emissions available at the scale we need. We have already got one vessel using it and two more under construction with the third planned to incorporate new technology to minimise methane slip and thus further reduce overall greenhouse gas emissions when using LNG.”

Other areas of progress across the fleet include:

  • Energy efficient LED lights
  • Shore power technology
  • Hybrid exhaust gas cleaning systems
  • Onboard environment compliance officers
  • Various water saving measures
Ocean Cay MSC Marine Reserve Arrival Plaza

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