Geneva, Switzerland — MSC Cruises has launched its new global brand campaign, ‘The Best Holiday Ever,’ highlighting the unexpected moments that make a cruise truly memorable.
Across 23 modern ships visiting over 250 destinations in 2026, the campaign celebrates the joy of discovery that emerges when plans meet spontaneity.
Developed in partnership with McCANN, the campaign features a reimagined version of the iconic Jackson 5 track ABC, with new lyrics that showcase the range of experiences available on board.
The music captures the line’s spirit of warmth, hospitality and adventure, reinforcing the idea that the best memories often come from the unplanned.
From spotting marine life on the balcony to meeting new friends over dinner or finding your inner child at the Aquapark, MSC Cruises encourages guests to embrace the surprises that arise naturally during a holiday.
“Every MSC cruise is planned with care—but the true magic lives in the unexpected. It’s the surprises, the views you never imagined, the moments that reveal something new about yourself, that become your best memories,” said MSC Cruises published.
The campaign encourages travellers to plan their holidays while leaving room for the spontaneous experiences that turn good trips into unforgettable ones.
