MSC Cruises, the world’s fourth largest cruise shipping company, says it has unveiled its new global brand positioning campaign Not Just Any Cruise at a series of international media events across Europe.

“Building on MSC Cruises’ core brand heritage, the new positioning was developed to support the Company’s upcoming global growth plan. MSC Cruises is in the midst of a €5.1billion investment plan that will double the capacity of the company’s fleet and bring seven next-generation ships into service between 2017 and 2022,” the company said in a statement, adding that it follows a year long research of holidaymakers needs and their perceptions of MSC Cruises’ products and their core qualities.

Interview totaling about 3,000 hours were conducted at key source markets by leading research agencies TNS and IPSOS shaped the evolution of MSC Cruises’ new brand positioning to build upon the brand’s existing core assets and heritage while also projecting a fresh identity of the brand experience that is confident and distinct.

Previously, the company focused on projecting the Mediterranean way of life, which told   of   the family-owned   company’s warmth, humanity and accessibility,coupled with MSC Cruises’ maritime expertise rooted in the family’s own 300 years of seafaring tradition.

o this, the research added a new finding: the company’s   guests and prospective customers already perceive the MSC   Cruises experience as being distinctly more elegant, professional and more reliable than other cruise lines. “For this reason, these existing core elements remained part of the new positioning. All   cruises offer various degrees of discovery, relaxation and fun, however, MSC Cruises’ refined, elegant character is uniquely placed to satisfy holidaymakers’ need for new experiences   that create unforgettable memories,’ the company said.