MSC Cruises has launched a new global integrated marketing campaign, titled “For a Greater Beauty”, focussed on sustainable cruising.

The campaign encourages audiences to discover cruising in a more conscious way, with a “profound respect” for the ocean and the planet.

It will be activated in more than 30 countries 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 creative network Dentsu Creative Italy, the new campaign was filmed by Australian director Kiku Ohe.

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).

The campaign bolsters MSC’s commitment to achieving net-zero greenhouse gas emissions for its marine operations by 2050. The company has also invested in environmental marine technologies, with the objective to support their accelerated development and availability industry-wide.

MSC Cruises reveals fourth US homeport

It comes after the line added a fourth US homeport to its 2025 schedule to further expand its choice of itineraries and ships from North America.

The line will deploy MSC Seascape out of Galveston, Texas from November 2025, beginning with a range of seven-night, year-round sailings, which are now on sale.

Destinations in the Caribbean include Costa Maya and Cozumel, Mexico and Isla de Roatan, Honduras, with the first departure set for 9 November 2025.