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MSC
Let’s Holiday Campaign

The Ask

Build on current moment to sharpen the campaign’s positioning, own our point of difference and better integrate MSC Cruises into relevant cultural moments, ensuring our message stands out and connects with modern travelers.

❋ Audience

Gen Z to Gen X vacationers (ages 25–64) who seek unique, immersive travel experiences. Some are curious travelers drawn to culture, comfort, and discovery; others are actively planning their next getaway. 

❋ Problem

Cruisers have a clear desire for a cruise that is more elegant, effortless and elevated—but they haven’t yet connected those desires to what a ‘European Style’ cruise can offer. The opportunity is to define it in a way that resonates. 

❋ Truth

We want elevated and extraordinary, but not at the cost of comfort or authenticity. The best experiences let you explore something new while staying true to yourself. 

❋ Solution

MSC Cruises delivers a European-inspired escape without the fuss.

  • +36% Bookings YoY

    Increase in year-over-year cruise bookings.

  • +41% Travel Partner Growth

    More travel agents booked with MSC year-over-year, including many who had previously considered the brand but never booked.

  • +927% Increase in Searches for MSC Cruises

    Massive lift in brand interest and active consideration.

  • +159% Increase in Site Traffic

    More consumers visited MSC’s website during campaign activity.

  • 31.9M TikTok Impressions

    Delivered broad, high-impact reach on TikTok.

  • 3.32% CTR TikTok TopView Clickthrough Rate

    Strong clickthrough performance drove users from awareness to action.

  • +957% X Engagements

    Social engagement on X significantly outperformed previous benchmarks.

  • +798% Facebook Engagements

    Campaign content drove stronger interaction across Facebook.