MSC Cruises is to launch a new brand campaign designed to support the trade during the peak Wave sales period.

Launching in January, the campaign – The Sea At Its Most – will appear on TV, in newspapers, on the line’s digital platforms and out-of-home displays.

Music to accompany the campaign has been created by Italian composer Ennio Morricone.

The line’s UK and Ireland managing director, Antonio Paradiso (pictured), said the campaign will help agents to “present cruise in a different way” to the customer.

Speaking as new ship MSC Grandiosa called in Southampton, he said: “The new brand campaign is supposed to support your daily business. You are travel agents, so you know the complexities of selling a cruise to customers.

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“We always have high expectations for Wave and in Q1 we have the opportunities to get the message out and we know that the customers are more willing to buy a holiday.

“Over the years, we have been challenging those misconceptions and stereotypes about the cruise industry. We always focus on the word ‘cruise’ but we forget we are selling a holiday.

“[The campaign] will help present cruise in a different way and reduce all those questions about what it is really all about.”

Earlier, chief executive Gianni Onorato outlined plans for the line to carry three million passengers in 2020 and hit 5.5 million by 2027, by which time 12 more ship are expected to have been added to the fleet.

“We will continue to build ships and be as innovative and creative as we can,” Onorato said.