Global content creator, producer and distributor Endemol Shine Group today announced the launch of MSC MasterChef At Sea in partnership with the Swiss-based world’s largest privately-owned cruise company and market leader in Europe, South America and South Africa, MSC Cruises. The innovative partnership will bring the hugely successful MasterChef brand to MSC Cruises in a unique immersive entertainment format that will roll out across the fleet from 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.

Frances Adams, Global Director of Brands and Licensing, Endemol Shine Group said, “We are delighted to collaborate with MSC Cruises, bringing a unique and authentic MasterChef experience to entertain new audiences around the world. 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.”

Gianni Onorato, CEO of MSC Cruises commented: “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. 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.

A primetime hit in the UK, produced by Shine TV, an Endemol Shine UK company, MasterChef consistently ranks as the No.1 show in its timeslot. MasterChef remains the highest rated TV show of all time in Australia, the most recent series achieved an impressive 37.8% share for young adults, more than doubling Ten’s primetime average. An appointment view after four series in Spain, MasterChef is La1’s number 1 show, increasing its market share from launch by a huge +83% for all viewers.

* The partnership will be activated in the following marketing territories: UK, France, Spain, Portugal, Italy, Germany, South Africa, Brazil, Argentina and China