MSC Cruises has produced three television ads for its new global brand positioning.

Composer Ennio Morricone and Oscar-nominated director Daniel Barber have teamed up for the latest creative campaign.

The new positioning was developed to support the company’s upcoming global growth plan. The cruise line is in the midst of a €5.1 billion investment which will double capacity for the company’s fleet and bring seven next-generation ships into service between 2017 and 2022.

This new positioning follows a year-long global consumer research study into the needs of holidaymakers, perceptions of MSC Cruises’ current products and the brand’s core qualities.

The new communications campaign in the UK uses the strapline “A cruise like no other”.

“We are a highly ambitious company that will double in size over the next six years. It’s important that we evolve our positioning along with this growth to ensure the experience delivered meets and exceeds the needs and desires of cruisers from across the world,” commented MSC Cruises Chief Executive 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 personal attention to every detail. It speaks of our values and our commitment to giving them unforgettable cruises. Additionally, it exemplifies our stronger than ever global profile at a time when we are in the midst of the next phase of our growth with an unprecedented €5.1 billion, seven next-generation ship investment plan.”