News — 17 Apr 2019
By Leagas Delaney

MSC Cruises awards global advertising business to Leagas Delaney

by Leagas Delaney

We are extremely proud to announce that we have been awarded the global advertising business for MSC Cruises in a competitive pitch. We have worked on numerous projects with MSC Group over the past 5 years, but this win marks our return to global brand business.

This follows our campaign to launch MSC Cruises’ newest ship, the MSC Bellissima, in March 2019.

Leagas Delaney are tasked with creating a new brand, global advertising campaign, with the ambition of raising MSC Cruises brand awareness in key markets. The campaign must have stand-out and impact in a competitive landscape, with the ability to be versatile for different market needs and objectives.

MSC Cruises is the world’s largest privately-owned cruise company and the number one cruise line in Europe, South America, South Africa and the Gulf. A game-changer in the world of cruises, the Company has achieved 800% growth in its first ten years, building a global reputation in the industry and one of the youngest cruise fleets at sea. MSC Cruises is headquartered in Geneva, Switzerland, and is part of MSC Group, the Swiss-based leading shipping and logistics conglomerate.

The MSC Cruises fleet currently comprises 16 ultra-modern, highly innovative and elegantly designed ships and under its ambitious industry-unprecedented €13.6 billion investment plan, the fleet is set to expand to 29 cruise ships by 2027. To date, MSC Cruises has designed six new highly-innovative ship classes, all prototypes that push the boundaries of marine architecture and design.

Riccardo Casalino, Chief Marketing Officer at MSC Cruises, said, “Leagas Delaney’s exceptional work launching the MSC Bellissima – the world’s most beautiful ship – demonstrated to us their deep understanding of both our business and the audiences we want to reach. ”

“Following this and a fiercely competitive pitch process, we are confident that we have chosen the best partner to develop an iconic new brand advertising campaign for our markets.”

Fergus Hay, CEO at Leagas Delaney, added, “It is an honour to be the global strategic and creative partner for MSC Cruises and we’re so excited by the opportunity and challenge. Our role is to develop stand-out, impactful brand and tactical communications that can distinctively differentiate the MSC Cruises brand in what is a highly competitive, fast-growing category.”