In 2024, Costa Cruises aimed to attract Gen Z and Millennials, turning its ship into a “Floating Social Media” during the Sanremo Music Contest. Docked off the coast of Sanremo, the ship used its cabin lights to display real-time messages reacting to the Contest, engaging viewers with humor. This innovative strategy bypassed traditional advertising, capturing attention on social media and turning the ship into a key part of the event, enhancing Costa's brand visibility