Starting today, and for the next five days, servicemen past and present can get a 50% discount if they book a summer 2011 voyage in the Mediterranean with MSC Cruises.
Giulio Libutti, their UK managing director, told me why he had decided to launch this offer, which is exclusive to the UK and is timed to coincide with Armistice Day.
"This is our opportunity to do something for servicemen in the UK, in recognition of what they do for us. MSC is an Italian company, but a lot of British people work for us here in the UK, so it was also our chance to underline our strong ties with this country.
"I expected there to be a lot of interest, but I was surprised how fast news of the offer spread. Well before today we have had calls from servicemen asking to preregister.
"I was also surprised at the strong reaction it caused [posts to Cruise.co.uk asked why it took an Italian cruise line to offer discounts for British servicemen] because I thought British cruise lines would offer something like Carnival Cruise Lines' discount programme for the military.
"The offer is subject to availability but we have a lot of ships, and a lot of big ships, in the Mediterranean in summer so I don't see a problem with capacity."
The 50% discount applies to the cruise portion of the holiday only and is available to servicemen past and present who are registered with the MoD and have a valid service number and to everyone sharing the same cabin, regardless of occupation. The offer runs until November 15.
For more details or to book call 0844 561 7412 or visit the website.
Jane Archer
