MSC Cruises has unveiled a new global brand campaign built around a simple idea: while cruises are carefully planned, the moments guests remember most are often the ones they never expected.
Titled “Best Holiday Ever,” the campaign leans into the contrast between carefully planned vacation details and the spontaneous, emotional experiences that unfold once guests are onboard. Rather than selling ship features outright, MSC uses storytelling to show how meaningful memories tend to happen in between the itinerary lines.
The campaign was developed in partnership with McCann and is rolling out globally across digital, video, and social platforms.
Planned vs Unplanned: The Core Theme of the Campaign
The video follows a series of short vignettes that pair “planned” cruise moments with unexpected ones that ultimately steal the spotlight.
Some of the standout contrasts include:
- A planned balcony breakfast turning into an unplanned dolphin sighting just off the ship
- A family’s first cruise overlapping with a child’s unplanned first steps
- Unlimited pizza, expected and familiar, leading to unplanned friendships formed onboard
- A visit to the water park with kids, planned for them, but unexpectedly reconnecting adults with their own inner kid
- A walk on the Swarovski crystal staircase, planned for the photo, paired with the unplanned admiration of a partner
- Dining like a star, followed by the surprise of witnessing a shooting star overhead
Each moment reinforces the campaign’s closing message:
“When the perfect holiday is planned, the magic lives in the unplanned.”
Why This Message Fits MSC Right Now
This campaign arrives at a strategic moment for MSC, particularly as the brand continues to expand in North America.
MSC has often been known for:
- International flair and European influences
- Family-friendly cruising
- Modern ships with strong design and entertainment offerings
Rather than reintroducing those features directly, this campaign reframes them through emotion and experience. It positions MSC not as a checklist cruise, but as a setting where meaningful moments naturally unfold.
For first-time cruisers, the message is reassuring. You do not need to plan every second.
For repeat guests, it reflects what many already know – some of the best memories happen unexpectedly.
Food, Entertainment, and Atmosphere Still Take Center Stage
While the storytelling is emotional, the visuals still subtly highlight MSC’s core strengths:
- Food is shown as social and celebratory, not transactional
- Entertainment feels lively and immersive, not scheduled and rigid
- Ship design becomes a backdrop for connection, not the main attraction
It’s a softer way of reinforcing MSC’s experience-first direction without overtly selling features.
Watch the “Best Holiday Ever” Campaign Video
What This Signals for the Future
This campaign suggests MSC is leaning further into:
- Emotional storytelling over feature lists
- Experiences over amenities
- A vacation mindset that values flexibility and surprise
As MSC continues to introduce new ships, expand itineraries, and grow its U.S. footprint, this “planned vs unplanned” narrative may become a recurring theme in how the brand presents itself.
For cruisers, it’s a reminder that while you can plan the itinerary, dining, and excursions, the moments that define your cruise often arrive without warning – and that’s exactly the point.
