Endemol Shine Goup has announced a new partnership with MSC Cruises to launch a new immersive cruise experience, MSC MasterChef At Sea.
MSC is the largest privately-owned cruise company and market leader in Europe, South America and South Africa and will roll out the experience across its fleet in summer 2017.
MSC MasterChef At Sea mirrors the hugely popular TV show in the form of a cooking competition on board an MSC Cruises ship. Guests will have the opportunity to put their culinary flair and skill to the test whilst competing against other guests.
The experience has been designed with the intention of bringing some MasterChef magic from the UK, France, Spain, Portugal, Italy, Germany, South Africa, Brazil, Argentina and China into the lives of the MSC Cruises guests – transforming the way they look at food and encouraging their culinary exploration in the kitchen.
“We are delighted to collaborate with MSC Cruises, bringing a unique and authentic MasterChef experience to entertain new audiences around the world," said Frances Adams, global director of brands and licensing, Endemol Shine Group. "MasterChef is a phenomenally successful global brand, which continues to grow in popularity, with a real appetite from fans of the series to engage with the brand off-air.”
“One of the key distinguishing features of an MSC Cruises holiday is the wide range of entertainment available throughout the day and night to meet the needs of guests of all ages," added Gianni Onorato, CEO of MSC Cruises. "This latest addition to the onboard entertainment has been created in partnership with MasterChef, one of the world’s most well-known food lifestyle brands to help bring an experience for our guests that combines a global passion for food with immersive entertainment. In creating this experience, we have tapped into the motivations for watching the hit show MasterChef–to be inspired, to be entertained and to learn.”
MasterChef is the most successful factual-entertainment format in the world, locally adapted in 51 territories. The MasterChef brand extends into a huge range of successful commercial activities, including extensive publishing, consumer products, live events, digital and B2B activities with brand extensions in over 30 markets. The show was a primetime hit in the UK and remains the highest rated TV show of all time in Australia.