MSC Cruises has made a grand return to the open waters, launching a new series of advertisements featuring beloved stars Drew Barrymore and Orlando Bloom. This fresh push revives the cruise line’s “Let’s Holiday” campaign, which premiered over the weekend and showcases the duo aboard the MSC World America. Rather than traditional sales tactics, the ads highlight the ship’s blend of European heritage and American comforts through a compelling narrative of onboard experiences.
In the commercials, Barrymore and Bloom explore the various public spaces and dining areas of the ship, featuring establishments such as the Eataly restaurant and a British-style pub set against stunning Caribbean views. Their light-hearted banter, touching on shipboard topics such as distance measurement and humor that transcends continents, emphasizes MSC’s unique appeal: a harmonious mix of European tradition and American familiarity. A humorous nod to Bloom’s namesake city in Florida is included, highlighting its proximity to Port Canaveral, a key location for MSC Cruises.
Barrymore’s role as the godmother of MSC World America is seamlessly integrated into the storyline, portraying her ongoing relationship with the brand. In contrast, Bloom represents a traveler eager to immerse himself in European customs while journeying through Caribbean waters. The ads showcase both ritualistic traditions like afternoon tea and casual entertainment options, positioning the stars as relatable representations of the modern cruise guest MSC seeks to attract.
This campaign is a continuation of MSC’s strategy initiated during last year’s Big Game. The combination of Barrymore and Bloom is perceived as an effective way to communicate the cruise line’s hybrid identity. As the campaign enters its second year, it coincides with an expanded array of itineraries from departing ports in Florida, Texas, and soon, Alaska. The creative agency Highdive emphasizes the importance of consistency and long-term brand recognition over fleeting novelty.
The timing of the advertisement launch aligns with Wave Season, known for its cruise promotions, as MSC Cruises rolls out attractive fares beginning at USD 199 per person, along with bonuses like onboard credits and offers for children sailing free on select voyages. These promotions apply to all seven ships operating from U.S. ports and the broader global fleet.
Looking ahead to the winter 2027–2028 season, MSC plans an extensive deployment from the U.S. Miami will serve as the hub for MSC World America, which is set to alternate between 7-night Eastern and Western Caribbean routes that will visit destinations such as Puerto Plata, San Juan, and the line’s private Ocean Cay Marine Reserve. Shorter itineraries will be available on MSC Seaside, while MSC Poesia will operate longer cruises reaching Colombia and Panama.
In Port Canaveral, MSC World Atlantic will offer 7-night Caribbean voyages, alongside MSC Grandiosa’s 3- and 4-night sailings to The Bahamas. Additionally, MSC Seascape from Galveston is expected to sustain weekly itineraries to Mexico and Honduras.
The combined efforts reflected in the campaign and deployment strategy underscore MSC Cruises’ determination to fortify its presence in American waters while maintaining the European essence of its fleet. The advertisements, much like the planned itineraries, aim to illustrate a seamless blend of cultures, inviting prospective travelers to perceive MSC Cruises as an inviting bridge between diverse experiences rather than a stark departure from them.