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BRANDING: the Mediterranean Touch

             Il caso
THE GLOBAL CONTEXT


 16.24 MIO Pax

                                                                                     ...
Altri
                               MSC Crociere


       Norwegian Cruise Line




                                     ...
THE STRENGTH
                                             OF A LARGE GROUP


• MSC Cruises: a division of the MSC Group

•...
MSC CRUISES WORLDWIDE




42 BRANCHES WORLDWIDE
MSC CRUISES DESTINATIONS




              North Europe
 North America
      Mediterranean

Caribbean


    South America
...
MSC CRUISES IN ITALY,
                                         IN EUROPE AND IN THE WORLD


125 itineraries in 2010

Port ...
MSC CRUISES SHIP CLASSES


             In 2003 we launched the “Lirica Class”
 which includes MSC LIRICA, MSC OPERA, MSC ...
Fase   1



           “the outsider”
THE OUTSIDER


                            Monterey




Pax: <100.000
                            Rhapsody
Focus: Trade

U...
Fase   2



           “the Turn”
THE TURN


                                         Classe Lirica


                                     4
Pax: da 175.000...
Fase   3



           “The most modern fleet in the world”
THE MOST MODERN FLEET IN THE WORLD


                                               Classe Fantasia


                    ...
MSC SPLENDIDA
       MSC FANTASIA
                                                                    GRT 133.500
        ...
AN OUTLOOK ON
                                                                             MSC CRUISES’ FUTURE

In 7 years...
DESEASONALIZE THE BUSINESS


Harmonize and manage the demand 365 days/year in order to avoid seasonal peacks.
CONTINUOUS INNOVATION



            New entries in 2009 and 2010:

                      MSC SPLENDIDA
                  ...
CONTINUOUS INNOVATION



New entries in 2009 and 2010:

       MSC MAGNIFICA
                 2010
             MAGRODOME
...
MSC FAVOLOSA




JUNE 2012
MAGRODOME




COVERED POOL ON MSC FANTASIA, MSC SPLENDIDA, MSC MAGNIFICA
MAGRODOME
MSC AUREA SPA




THE NEW WELLNESS CENTRE ONBOARD MSC FANTASIA, MSC SPLENDIDA,
                      MSC MAGNIFICA
MSC AUREA SPA




THE NEW WELLNESS CENTRE ONBOARD 21.500 square feet MAGNIFICA,
           FANTASIA CLASS: around MSC FANT...
MSC AUREA SPA




MASSAGE ROOMS & THALASSOTHERAPY
MSC AUREA SPA




TURKISH BATH (HAMMAM)
MSC AUREA SPA




GYM
ITALIAN TOUCH
MSC YACHT CLUB




THE NEW EXCLUSIVE AREA ONBOARD MSC FANTASIA
             AND MSC SPLENDIDA
MSC YACHT CLUB:
                                                           A SIX STARS SERVICE


              MSC YACHT C...
MSC YACHT CLUB




          CONCIERGE AREA
WITH 24 HOURS CONCIERGERIE SERVICE
MSC YACHT CLUB




DEDICATED POOL, WHIRLPOOL BATHS, SOLARIUM
MSC YACHT CLUB




PANORAMIC LOUNGE
MSC YACHT CLUB




SUITE
MSC YACHT CLUB




                  99 sumptuous                           Exclusive
                 Italian Designer   ...
MSC CRUISES AND
                                              THE ENVIRONMENT




CABIN MONITORING SYSTEM:
Optimisation of...
MSC CRUISES AND
                                                                              THE ENVIRONMENT


MSC Fantas...
MSC CRUISES AND
                                                             THE ENVIRONMENT

QUALITY CERTIFICATIONS:

- I...
THE ENVIRONMENT




                Advance                            Cardboard
 Recycling                     Venice Blu...
TARGETS
FAMILY



ENTERTAINMENT


• Family fares:
 Connecting door cabins

• Kids travel free policy

• Free entertainment for all...
COUPLES



INTIMACY


• Special rates

• Exclusive welcome

• Breakfast in bed available each morning

• Intimate dining w...
BUSINESS



BUSINESS & LEISURE


• Internet Point

• Telephone, Telex and fax

• Conference equipment

• Photographer

• O...
COPY STRATEGY




Positioning          La crociera italiana di qualità superiore



Promise              MSC Crociere . ...
COPY STRATEGY




 TV
          Uomo
Pool




  TV     Donna
Treas.




 TV
         Bambino
Ent.
Caso msc
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  1. 1. BRANDING: the Mediterranean Touch Il caso
  2. 2. THE GLOBAL CONTEXT 16.24 MIO Pax USA 2.9 % of population makes a cruise. EUROPA 1.3% of population makes a cruise Cruise mkt growth 2009* Global: +7 % Europe: +10,5% Italy: +12% Fonte: European Cruise Council - statistics- 2009 IRN Research, May 2009 * Fonte Gfk Eurisko + dati MSC Crociere, Agosto 2009
  3. 3. Altri MSC Crociere Norwegian Cruise Line Carnival Corp. Royal Carribean Int.
  4. 4. THE STRENGTH OF A LARGE GROUP • MSC Cruises: a division of the MSC Group • MSC = Mediterranean Shipping Company • Founded in 1970 • Private, family owned • Second largest container carrier in the world • More than 420 cargo vessels • 45.000 employees 10.000 of which are italians “LAND COVERS 1/3 OF THE WORLD... WE COVER THE REST”
  5. 5. MSC CRUISES WORLDWIDE 42 BRANCHES WORLDWIDE
  6. 6. MSC CRUISES DESTINATIONS North Europe North America Mediterranean Caribbean South America South Africa
  7. 7. MSC CRUISES IN ITALY, IN EUROPE AND IN THE WORLD 125 itineraries in 2010 Port of Calls Number of Port Mediterranean 1.880 Mediterranean excl. Italy 43 41 Mediterranean 665 Mediterranean Italy 15 16 Italy Caribbean 24 24 99 South Africa 15 15 Caribbean 71 South America 15 15 South Africa 404 North Europe 29 29 South America 249 Canada 9 9 North Europe 25 Canada 149 Tot: 2.728 Tot: 150
  8. 8. MSC CRUISES SHIP CLASSES In 2003 we launched the “Lirica Class” which includes MSC LIRICA, MSC OPERA, MSC SINFONIA and MSC ARMONIA In 2006 we launched the “Musica Class” which includes MSC MUSICA, MSC ORCHESTRA, MSC POESIA and MSC MAGNIFICA In 2008, we launched the “Fantasia Class” which includes MSC FANTASIA and MSC SPLENDIDA Three ship classes with cutting-edge naval technology the most modern fleet today.
  9. 9. Fase 1 “the outsider”
  10. 10. THE OUTSIDER Monterey Pax: <100.000 Rhapsody Focus: Trade USP: Italianity / Pricing Melody
  11. 11. Fase 2 “the Turn”
  12. 12. THE TURN Classe Lirica 4 Pax: da 175.000 a 900.000 GRT 59.058 Total PAX: 2.099 Focus: Trade Classe Musica USP: Italianity/ Pricing / Product 3 GRT 92.409 Total PAX: 3.013
  13. 13. Fase 3 “The most modern fleet in the world”
  14. 14. THE MOST MODERN FLEET IN THE WORLD Classe Fantasia 2 Pax: > 1000.000 GRT 59.058 Total PAX: 2.099 Focus: Trade - Consumer Classe Musica MSC Magnifica USP: Product / Italianity 1 GRT 92.409 Total PAX: 3.013
  15. 15. MSC SPLENDIDA MSC FANTASIA GRT 133.500 GRT 133.500 Total PAX: 3.959 Total PAX: 3.959 18°Dicembre Napoli MSC ORCHESTRA MSC POESIA GRT 92.409 Total PAX: 3.013 GRT 93.300 Total PAX: 3.013 MSC MAGNIFICA GRT 93.330 MSC OPERA MSC MUSICA Total PAX: 3.013 GRT 92.409 6 Marzo 2010 GRT 59.058 Total PAX: 3.013 Total PAX: 2.099 MSC SINFONIA MSC ARMONIA GRT 58.625 GRT 58.625 Total PAX: 2.099 Total PAX: 2.099 MSC MELODY MSC LIRICA GRT 35.143 GRT 59.058 Total PAX: 1.535 Total PAX: 2.099
  16. 16. AN OUTLOOK ON MSC CRUISES’ FUTURE In 7 years, MSC Cruises will have increased its pax capacity by 11 times 1.400.000 1.400.506 1.200.000 1.228.895 1.000.000 879.382 725.503 800.000 541.226 600.000 380.000 400.000 220.000 127.000 200.000 0 2003 2004 2005 2006 2007 2008 2009 2010
  17. 17. DESEASONALIZE THE BUSINESS Harmonize and manage the demand 365 days/year in order to avoid seasonal peacks.
  18. 18. CONTINUOUS INNOVATION New entries in 2009 and 2010: MSC SPLENDIDA 2009 MAGRODOME KID-FREE ZONE ASSETS: MAGRODOME, MSC AUREA SPA, MSC YACHT CLUB, ZEN AREA THE BIGGEST SHIP EVER BUILT BY A EUROPEAN SHIP OWNER
  19. 19. CONTINUOUS INNOVATION New entries in 2009 and 2010: MSC MAGNIFICA 2010 MAGRODOME ASSETS: MAGRODOME, MSC AUREA SPA THE NEW SHIP OF MUSICA CLASS
  20. 20. MSC FAVOLOSA JUNE 2012
  21. 21. MAGRODOME COVERED POOL ON MSC FANTASIA, MSC SPLENDIDA, MSC MAGNIFICA
  22. 22. MAGRODOME
  23. 23. MSC AUREA SPA THE NEW WELLNESS CENTRE ONBOARD MSC FANTASIA, MSC SPLENDIDA, MSC MAGNIFICA
  24. 24. MSC AUREA SPA THE NEW WELLNESS CENTRE ONBOARD 21.500 square feet MAGNIFICA, FANTASIA CLASS: around MSC FANTASIA, MSC MSC MUSICA CLASS: around 16.100 square feet SPLENDIDA, MSC MERAVIGLIA, MSC FAVOLOSA
  25. 25. MSC AUREA SPA MASSAGE ROOMS & THALASSOTHERAPY
  26. 26. MSC AUREA SPA TURKISH BATH (HAMMAM)
  27. 27. MSC AUREA SPA GYM
  28. 28. ITALIAN TOUCH
  29. 29. MSC YACHT CLUB THE NEW EXCLUSIVE AREA ONBOARD MSC FANTASIA AND MSC SPLENDIDA
  30. 30. MSC YACHT CLUB: A SIX STARS SERVICE MSC YACHT CLUB THE ULTIMATE CRUISING EXPERIENCE A quiet haven of privacy and personalised service with all the entertainment and fun of a cruise ship on your doorstep. Exclusive services and facilities: • Meet and greet service - priority check in and check out • Personal butler and concierge service available 24 hours a day • Private lifts • Reserved swimming pool and sun deck • 99 Suites with exclusive facilities • Panoramic Lounge • Direct and reserved access to the MSC Aurea SPA
  31. 31. MSC YACHT CLUB CONCIERGE AREA WITH 24 HOURS CONCIERGERIE SERVICE
  32. 32. MSC YACHT CLUB DEDICATED POOL, WHIRLPOOL BATHS, SOLARIUM
  33. 33. MSC YACHT CLUB PANORAMIC LOUNGE
  34. 34. MSC YACHT CLUB SUITE
  35. 35. MSC YACHT CLUB 99 sumptuous Exclusive Italian Designer Egyptian cotton Exclusive Private 24 hours access to the Butler service Suites and Private Pool «Pillow menu» SPA Reservation for 24 hours Meet restaurants Daily Nintendo Wii Conciergerie & Greet newspapers Consoles
  36. 36. MSC CRUISES AND THE ENVIRONMENT CABIN MONITORING SYSTEM: Optimisation of air conditioned areas (energy saving system): - Cabin: energy savings up to 30%! - Public areas: energy savings of over 25%!
  37. 37. MSC CRUISES AND THE ENVIRONMENT MSC Fantasia and MSC Splendida have been awarded Comfort Class certificates, reflecting both their high level of passenger comfort and the technological innovations they feature to safeguard the environment. Recycling of waste water (AWT-Advanced Water Treatment) is a system that recycles and treats waste water according to the highest legal and ecological standards. Energy conservation An Energy Saving System is installed in all the cabins and public rooms, to automatically monitor electricity usage. This reduces fuel consumption and gas emissions that are harmful to the environment by powering down unused systems. Optimisation of air-conditioned areas Cabin Monitoring manages climate conditions in cabins at all times; automatically intervening in any instance of wasteful overuse of air conditioning systems. Intersleek® 900 Like MSC Poesia and MSC Fantasia have their hulls painted with this revolutionary new paint which reduces fuel consumption and consequently CO2 emissions.
  38. 38. MSC CRUISES AND THE ENVIRONMENT QUALITY CERTIFICATIONS: - ISO 14001 – Environmental Management System - OHSAS 18001 –Safety Management System requiring complete management of health and safety of workers on board and in the Company’s head office. - ISO 22000 – Food Safety Management. - ISO 9001:2000 - Quality Management Cleanship AWT: • Clean AIR • Clean SEA • AWT - Advanced Water Treatment Awards: • Green Planet Award (eco-friendly facilities) • Venice Blue Flag (reducing emissions) • CIAL Award (Aluminium recycling) The highest notation and certification for Quality Health Safety Environment (QHSE) for cruise vessels
  39. 39. THE ENVIRONMENT Advance Cardboard Recycling Venice Blue Flag Water Treatment Recycling Waste Reduction of Cabin Monitoring Management Waste glass System Energy Saving
  40. 40. TARGETS
  41. 41. FAMILY ENTERTAINMENT • Family fares: Connecting door cabins • Kids travel free policy • Free entertainment for all ages • Special Menus for children • Swimming pools for children BECAUSE WE CARE FOR OUR LITTLE ONES….
  42. 42. COUPLES INTIMACY • Special rates • Exclusive welcome • Breakfast in bed available each morning • Intimate dining with candle light • Dream destinations • Stopover combined to the cruise INTIMACY THAT MAKES THE DIFFERENCE
  43. 43. BUSINESS BUSINESS & LEISURE • Internet Point • Telephone, Telex and fax • Conference equipment • Photographer • Organization of ceremonies and events • Multilingual hostesses and interpreters BUSINESS ONBOARD MSC CRUISES
  44. 44. COPY STRATEGY Positioning  La crociera italiana di qualità superiore Promise  MSC Crociere . Tutto il meglio che c’è sulla terra, in una nave. Reason why  Eccellenza italiana. Il meglio dell’accoglienza, della cucina, dello stile, del servizio, dell’intrattenimento, del benessere. La flotta più moderna al mondo Brand character  Italian “dolce vita”
  45. 45. COPY STRATEGY TV Uomo Pool TV Donna Treas. TV Bambino Ent.
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