The Discover the Future of Cruising campaign, which includes TV, print, digital and social media advertising, will be rolled out to 30 markets, including the UK.

The one-minute TV advert was filmed onboard MSC World Europe - the line’s most environmentally advanced ship so far which is also the first in the MSC fleet to be powered by LNG (liquefied natural gas).

The campaign will also showcase MSC’s wider sustainability progress across its 21 ships, which includes improving the fleet’s carbon efficiency by 35 per cent in the past 15 years.

Pierfrancesco Vago, executive chair of MSC Group’s cruise division, said: “Today more than ever, brands like MSC Cruises recognise the vital importance of the environment, and a healthy and viable planet and this is why we think it is important for us to take a leadership role and make our sustainability commitments a key element of our discourse with consumers and overall society.”

MSC Cruises, alongside the group’s wider cruise division, has committed to achieving a target of net-zero emissions for its marine operations by 2050.

The cruise line’s Sustainability Action Plans is based around six key areas: transitioning to net-zero emissions, scrutinising resource use and waste, supporting people, investing in sustainable tourism, building greener terminals, and procuring sustainably.