MSC Cruises has launched its first long-term TV branding campaign in the U.S. with an ad titled “In the Summertime.” The commercial will appear on
a variety of cable channels.
The commercial’s music, “In the
Summertime,” is a 1970 pop hit rerecorded with MSC’s own lyrics by the original
artist, Ray Dorset of Mungo Jerry. “In the Summertime,” which features a
washboard introduction, topped the pop charts in 26 countries in the summer of
1970.
“As we plan for MSC
Divina to sail year-round from Miami starting in November 2015 and then our
next-generation, newbuild, MSC Seaside, to come to Miami in 2017, you’ll see a
significant increase in MSC’s marketing efforts,” said Bonnie Levengood, MSC Cruises USA's senior vice
president of marketing.
In June, the company will launch
MSC Book, a new booking engine for travel agents that it says will
improve the end-user experience and make the booking process as quick and
simple as possible.
At the same time, MSC will reveal a
revamped travel agent site with a new look and feel, and later this summer
it will launch a new consumer website.