Company: MSC Crociere SpA
Brand value: US$1,599 million
Headquarter city: Geneva, Switzerland
Year formed: 1960
MSC Cruises is a global cruise line that was founded in Naples as Lauro Lines, but has been known as MSC since a rebrand in 1995. It has 15 ships, and seven more are due to launch by 2020, sailing the Mediterranean, Caribbean, Asia, Africa and South America. The brand stands for Italian styling and a premium experience; it advertises with the promise “Not an ordinary cruise” to underline its premium offering, which includes partnerships with other high-end brands on board. These include having Technogym equipment in the fitness centers, and names such as Cirque du Soleil as part of the on-board entertainment line-up. The on-board experience is usually at the heart of communications, along with their range of exotic destinations and high-quality service. Celebrity chef Carlo Cracco appears in ads to promote the quality of cuisine available to passengers, and price promotions also feature in MSC advertising. In 2014-2015 the company completely renewed the four ships in its Lirica line under its “Renaissance” project, which extended the ships’ length by 24 meters. MSC Cruises is the world's largest privately owned cruise company, employing around 15,500 people worldwide with offices in 45 countries. It is Swiss-owned but remains under Italian management.