28/03/2013 Event Agencies

Spectacular ceremony for the launch of MSC Preziosa in Genoa, the star-studded event organized by Piano B and Ground Control

The inauguration, attended by more than 2,500 people, took place in a large transparent structure, with a stage set up in the Old Port of Genoa for the entire city and illustrious guests including international screen legend Sophia Loren who had been invited to christen MSC Preziosa. The launch of the latest jewel in the MSC Cruises fleet was organized and directed by events agency Piano B and communications and production agency Ground Control who won the tender issued by the cruise company.

The glamorous, high-profile event proved to be a truly spectacular happeing: 2,500 guests attended the show held in the sensational structure set up for the occasion. A second stage with a maxi screen meant that the whole of city of Genoa, who flocked to the event under the pouring rain, was able to enjoy the christening ceremony.

Anchored to the “ponte dei Mille” in the middle of Genoa’s Harbour, the unrivalled star of the show was MSC Preziosa which, together with two other ships of the group, MSC Splendida and MSC Opera, flaunted her prowess with a performance of sounds and lights against the background music of the soundtrack of “Close Encounters of the Third Kind”.

Celebs present included Pierfrancesco Vago, CEO of MSC Crociere, star ballet dancer Roberto Bolle,  Unicef’s Goodwill Ambassador and testimonial of the 'Get on Board for Children project, Gino Paoli, Ennio Morricone, high-ranking authorities and company managers.

Sophia Loren, testimonial of MSC Crociere, cut the ribbon and christened the ship with a bottle of champagne. The event ended with a fireworks display and a gala dinner on board the new ship, prepared by starred chefs of Eataly which has just signed a partnership with the company.


Tag: Piano B, agenzia di eventi
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