1. BRANDING: the Mediterranean Touch
Il caso

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. Altri
MSC Crociere
Norwegian Cruise Line
Carnival Corp.
Royal Carribean Int.

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. MSC CRUISES WORLDWIDE
42 BRANCHES WORLDWIDE

6. MSC CRUISES DESTINATIONS
North Europe
North America
Mediterranean
Caribbean
South America
South Africa

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. 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. Fase 1
“the outsider”

10. THE OUTSIDER
Monterey
Pax: <100.000
Rhapsody
Focus: Trade
USP: Italianity / Pricing
Melody

11. Fase 2
“the Turn”

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. Fase 3
“The most modern fleet in the world”

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. 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. 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. DESEASONALIZE THE BUSINESS
Harmonize and manage the demand 365 days/year in order to avoid seasonal peacks.

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. CONTINUOUS INNOVATION
New entries in 2009 and 2010:
MSC MAGNIFICA
2010
MAGRODOME
ASSETS: MAGRODOME, MSC AUREA SPA
THE NEW SHIP OF MUSICA CLASS

20. MSC FAVOLOSA
JUNE 2012

21. MAGRODOME
COVERED POOL ON MSC FANTASIA, MSC SPLENDIDA, MSC MAGNIFICA

22. MAGRODOME

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

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. MSC AUREA SPA
MASSAGE ROOMS & THALASSOTHERAPY

26. MSC AUREA SPA
TURKISH BATH (HAMMAM)

27. MSC AUREA SPA
GYM

28. ITALIAN TOUCH

29. MSC YACHT CLUB
THE NEW EXCLUSIVE AREA ONBOARD MSC FANTASIA
AND MSC SPLENDIDA

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. MSC YACHT CLUB
CONCIERGE AREA
WITH 24 HOURS CONCIERGERIE SERVICE

32. MSC YACHT CLUB
DEDICATED POOL, WHIRLPOOL BATHS, SOLARIUM

33. MSC YACHT CLUB
PANORAMIC LOUNGE

34. MSC YACHT CLUB
SUITE

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. 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. 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. 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. THE ENVIRONMENT
Advance Cardboard
Recycling Venice Blue Flag
Water Treatment Recycling
Waste Reduction of Cabin Monitoring
Management Waste glass System Energy Saving

40. TARGETS

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. 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. 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. 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. COPY STRATEGY
TV
Uomo
Pool
TV Donna
Treas.
TV
Bambino
Ent.