MSC Cruises unveils TV ad

Photo by Dave Jones

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.