MSC Cruises aims to tap into youth market

MSC Cruises aims to tap into youth market

MSC Cruises is aiming to tap into the youth market with the introduction of music-themed party cruises.


Previously, the line has run two cruises for a younger audience, but these sailings were only promoted in European markets, particularly Italy and France.


However, the Mediterranean line is now keen to tap into the UK youth market, with six party cruises taking place this summer onboard MSC Armonia (pictured).


The sailings – a round trip from La Spezia on August 1, 8, 15, 22, 29 and September 8 – are being promoted as ‘Sound Waves’ in the UK. The cruise will sail to Palma, Ibiza, and Sardinia.


In Ibiza the ship will arrive early in the day and leave at 4am the following day to allow guests to experience the destination’s nightlife.


The cruises will feature DJs from nightclubs such as Pacha and Ministry of Sound, and themed parties every night of the cruise.


Special excursions will be on offer, such as trips to nightclubs in Ibiza and beach parties, and drinks packages will also be available onboard Armonia.


Although unconfirmed as yet, brand partners for the event are said to include Red Bull, Heineken and MTV, and DJ Benny Benassi has also been linked to the sailings.


MSC Cruises executive director Giles Hawke posted a teaser to announce Sound Waves on Twitter last week. MSC Armonia recently came out of dry dock after being stretched.


During the revamp, part of the €200 million Renaissance Programme, the ship gained 193 cabins, new dining options and a new aqua park.


Guests with existing bookings on these sailings will be contacted and are likely to be offered to move to other cruises if the Sound Waves proposition isn’t for them.

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