Explora Journeys positions ships as ‘floating hotels’ in latest global marketing push

Geneva, Switzerland – Explora Journeys, the luxury ocean travel brand of the MSC Group, has launched a new global brand campaign aimed at repositioning its ships as floating luxury hotels and redefining perceptions of high-end ocean travel.

The campaign was developed by McCann Paris and directed by award-winning filmmaker and photographer Jonas Lindstroem. It seeks to challenge traditional cruise industry imagery and messaging through a cinematic approach described by the company as playful and evocative.

Centered on the theme “Explore the Ocean State of Mind,” the campaign presents Explora Journeys’ ships as destinations in their own right. The creative concept uses a series of “Maybes” to suggest that the experience offered by the brand extends beyond that of a conventional cruise, framing it instead as a five-star floating hotel where the standards of land-based luxury are surpassed.

The premise behind the new vision is: “The finest of everything, everywhere, all at once,” positioning the vessel itself as the ultimate destination and highlighting the mobility of a boutique resort at sea.

“We are suggesting that the most compelling hotel experiences may not be found on land at all,” says Anna Nash, president of Explora Journeys. “By embracing a more playful, cinematic narrative, we are inviting the most discerning guests to see ocean travel from a new perspective – one where the ocean is not simply a passage between destinations, but a place for enrichment, restoration and personal discovery.”

She added, “The campaign comes with a deliberate twist: it reframes the very idea of a hotel, proposing that the most compelling destination in hospitality may not sit on a street, but sail the sea – fluid, evolving, and endlessly inspiring. As we look ahead to having six ships on the water by 2028, we are excited to share this bold new campaign that really captures the essence of our ‘Ocean State of Mind.”

Julien Calot, creative chief officer at McCann Paris says, “The campaign offers a radically new perspective on life at sea, driven by emotion, sensation and a subtle sense of wit. Fresh, punchy and unlike anything currently seen in the industry, it focuses on the feelings that stay with you long after a Journey ends: calm, space, pleasure, movement and quiet moments of joy.”

“At the heart of the campaign’s hero film and numerous striking visuals is a simple but powerful idea,” comments Liam Fearn, executive creative director at McCann Paris. “An Explora Journeys ship is more than a ship. It’s a place that moves with you, adapts to you and opens new perspectives every day.”

The campaign will run globally across digital, television, social media, print and selected out-of-home channels. According to the company, it is intended to broaden the brand’s appeal among affluent travelers and distinguish it from traditional luxury cruise operators, as it plans to expand its fleet to six ships by 2028.

Through its “Maybe” motif, the campaign invites audiences to reconsider the concept of ultra-luxury ocean travel, positioning the ocean not only as a destination but as a defining element of the overall hospitality experience.