BRANDING: the Mediterranean Touch

Il caso

THE GLOBAL CONTEXT

Fonte: European Cruise Council - statistics- 2009 IRN Research, May 2009* Fonte Gfk Eurisko + dati MSC Crociere, Agosto 2009

16.24 MIO Pax

EUROPA1.3% of population makes a cruise

USA2.9 % of population makes a cruise.

Cruise mkt growth 2009*

Global: +7 %Europe: +10,5%Italy: +12%

Altri

Carnival Corp.

Royal Carribean Int.

Norwegian Cruise Line

MSC Crociere

THE STRENGTH OF A LARGE GROUP

“LAND COVERS 1/3 OF THE WORLD... WE COVER THE REST”

• MSC Cruises: a division of the MSC Group

• MSC = Mediterranean Shipping Company

• Founded in 1970

• More than 420 cargo vessels

• Second largest container carrier in the world

• 45.000 employees 10.000 of which are italians

• Private, family owned

MSC CRUISES WORLDWIDE

42 BRANCHES WORLDWIDE

Caribbean

South America

South Africa

North AmericaNorth Europe

MSC CRUISES DESTINATIONS

Mediterranean

MSC CRUISES IN ITALY, IN EUROPE AND IN THE WORLD

Port of Calls

Mediterranean

Mediterranean Italy

Caribbean

South Africa

South America

North Europe

Canada

Tot:

1.880

665 

99

71

404

249

25

      

 2.728

Number of Port 

                         

Mediterranean excl. Italy

Mediterranean Italy

Caribbean

South Africa

South America

North Europe

Canada

Tot:

41

16

24

15

15

29

9

149

43

15

24

15

15

29

9

150

125 itineraries in 2010

MSC CRUISES SHIP CLASSES

Three ship classes with cutting-edge naval technology

the most modern fleet today.

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

“the outsider”

Fase 1

THE OUTSIDER

Pax: <100.000

Focus: Trade

USP: Italianity / Pricing

Monterey

Rhapsody

Melody

“the Turn”

Fase 2

THE TURN

Pax: da 175.000 a 900.000

Focus: Trade

USP: Italianity/ Pricing / Product

GRT 59.058

Total PAX: 2.099

Classe Lirica

GRT 92.409Total PAX: 3.013

Classe Musica

4

3

“The most modern fleet in the world”

Fase 3

THE MOST MODERN FLEET IN THE WORLD

Pax: > 1000.000

Focus: Trade - Consumer

USP: Product / Italianity

GRT 59.058

Total PAX: 2.099

Classe Fantasia

2

GRT 92.409Total PAX: 3.013

Classe MusicaMSC Magnifica

1

MSC FANTASIA

GRT 133.500

Total PAX: 3.959 18°Dicembre Napoli

MSC LIRICA

GRT 59.058

Total PAX: 2.099

MSC SINFONIA

GRT 58.625

Total PAX: 2.099

MSC MUSICA

GRT 92.409

Total PAX: 3.013

MSC OPERA

GRT 59.058

Total PAX: 2.099

MSC ARMONIA

GRT 58.625

Total PAX: 2.099

MSC ORCHESTRA

GRT 92.409

Total PAX: 3.013

MSC POESIA

GRT 93.300

Total PAX: 3.013

MSC SPLENDIDA

GRT 133.500

Total PAX: 3.959

MSC MAGNIFICA

GRT 93.330

Total PAX: 3.013

6 Marzo 2010

MSC MELODY

GRT 35.143

Total PAX: 1.535

AN OUTLOOK ONMSC CRUISES’ FUTURE

In 7 years, MSC Cruises will have increased its pax capacity by 11 times

127.000220.000

380.000

541.226

725.503

879.382

1.228.895

1.400.506

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

2003 2004 2005 2006 2007 2008 2009 2010

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

DESEASONALIZE THE BUSINESS

KID-FREE ZONE

MAGRODOME

MSC SPLENDIDA

2009

New entries in 2009 and 2010:

CONTINUOUS INNOVATION

THE BIGGEST SHIP EVER BUILT BY A EUROPEAN SHIP OWNER

ASSETS: MAGRODOME, MSC AUREA SPA, MSC YACHT CLUB, ZEN AREA

MAGRODOME

MSC MAGNIFICA2010

New entries in 2009 and 2010:

CONTINUOUS INNOVATION

THE NEW SHIP OF MUSICA CLASS

ASSETS: MAGRODOME, MSC AUREA SPA

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 MSC FANTASIA, MSC MAGNIFICA, MSC SPLENDIDA, MSC MERAVIGLIA, MSC FAVOLOSA

FANTASIA CLASS: around 21.500 square feetMUSICA CLASS: around 16.100 square feet

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 FANTASIAAND MSC SPLENDIDA

MSC YACHT CLUBTHE ULTIMATE CRUISING EXPERIENCE

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

MSC YACHT CLUB: A SIX STARS SERVICE

A quiet haven of privacy and personalised service with all the entertainment and fun of a cruise ship on your doorstep.

MSC YACHT CLUB

CONCIERGE AREAWITH 24 HOURS CONCIERGERIE SERVICE

MSC YACHT CLUB

DEDICATED POOL, WHIRLPOOL BATHS, SOLARIUM

MSC YACHT CLUB

PANORAMIC LOUNGE

MSC YACHT CLUB

SUITE

MSC YACHT CLUB

24 hours

Butler service Private Pool

Exclusive Egyptian

cotton and

«Pillow menu»

99 sumptuous

Italian Designer

Suites

Exclusive Private

access to the SPA

Daily newspapersReservation for

restaurants24 hours

Conciergerie

Meet

& Greet

Nintendo Wii

Consoles

CABIN MONITORING SYSTEM: Optimisation of air conditioned areas(energy saving system):- Cabin: energy savings up to 30%!- Public areas: energy savings of over 25%!

MSC CRUISES AND THE ENVIRONMENT

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.

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)

MSC CRUISES AND THE ENVIRONMENT

The highest notation and certification forQuality Health Safety Environment (QHSE) for cruise vessels

Advance

Water Treatment

Venice Blue Flag

Energy Saving

Recycling

Waste Management Reduction of Waste

glass

Cardboard

Recycling

Cabin Monitoring

System

THE ENVIRONMENT

TARGETS

ENTERTAINMENT

• Family fares:

Connecting door cabins

• Kids travel free policy

• Free entertainment for all ages

• Special Menus for children

• Swimming pools for children

FAMILY

BECAUSE WE CARE FOR OUR LITTLE ONES….

INTIMACY

• Special rates

• Exclusive welcome

• Breakfast in bed available each morning

• Intimate dining with candle light

• Dream destinations

• Stopover combined to the cruise

COUPLES

INTIMACY THAT MAKES THE DIFFERENCE

BUSINESS & LEISURE

• Internet Point

• Telephone, Telex and fax

• Conference equipment

• Photographer

• Organization of ceremonies and events

• Multilingual hostesses and interpreters

BUSINESS

BUSINESS ONBOARD MSC CRUISES

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”

COPY STRATEGY

COPY STRATEGY

TVTreas.

TVEnt.

TVPool

Donna

Bambino

Uomo