Explora Journeys, the luxury ocean travel brand of MSC Group, is redefining luxury hotel services. On February 24, the brand launched its new global campaign in New York, created by McCann Paris and directed by Jonas Lindstroem. The campaign provides a new perspective on the services offered by Explora Journeys and aims to connect with a new generation of luxury travelers.
The campaign departs from traditional cruise advertising by adopting a playful, cinematic style. Through a series of “maybes,” it shows that Explora Journeys is more than just a cruise ship, it is a five-star floating hotel, highlighting what makes the brand unique.
Guided by the vision of “Everywhere, everything at once”, the campaign showcases the ship as a mobile luxury boutique resort showcasing a new approach to ocean travel.
“We propose that the most compelling hotel experiences now and in the future may not be found on land at all,” said Anna Nash, president of Explora Journeys. By embracing a more playful approach to cinematic storytelling, we invite our most discerning guests to see ocean travel in a new light – the ocean is not just a passage between destinations, but a place to observe, restore and make personal discoveries.
The campaign is running globally across digital, social, print and select out-of-home channels. It reinforces the idea that the ocean is not just a destination but an experience, attracting loyal guests while inviting new travelers to explore the ocean for themselves.
Nash added: “We are proud to have one of the highest Net Promoter Scores in the industry, a clear indicator of guest satisfaction and loyalty, and that more than a third of our guests are new to ocean travel. With six ships expected to be on the water by 2028, we are excited to share this bold new campaign that truly captures the essence of our ‘ocean mentality’.”