ITA Airways launches its new marketing campaign in North America
From today San Francisco and LA, followed Boston, Washington, Miami and NY
ITA Airways presented its new marketing campaign called "A Sky Full of Italy" to local media representatives and stakeholders during a press event that took place at the Consulate General of Italy in New York. The presentation was held in the presence of Fabrizio Di Michele, Consul General of Italy, Giovanni Perosino, Chief Marketing Officer ITA Airways and Massimo Allegri, Regional Manager Americas ITA Airways.
With the goal to become the preferred airline for travel to and from Italy, the new campaign shows how the things that people are searching for when they are thinking of Italy can be found already onboard and how ITA Airways is able to provide an amazing Italian customer experience.
The starting point was to learn and understand what people look for when searching about Italy and this was achieved thanks to the support from Google, who shared key insights from Google Search Trends from around the world and specifically from the US related to Italy.
Visually, the most iconic and universally recognized symbol of where people go to find information, the “search bar”, was creatively used throughout the campaign. So, passengers can find onboard the ITA Airway aircraft “the Italy they are searching for, before they even touch the ground”, whether that be food, style or design, and enjoy in advance of arriving in Italy the full all-around Italian experience that they will discover upon landing.
This concept is also expressed in the new payoff 'A Sky Full of Italy', also launched with this new campaign.
It will kick off today, September 26th in San Francisco and Los Angeles, where it will be aired for about a month. From September 28th the campaign will debut in Boston and Washington and continue starting October 5th in New York and Miami.
The campaign will be visible on the main streaming TV platforms and will be running on digital billboards in key areas in Boston, New York, Los Angeles, and Miami, on completely personalized buses in Los Angeles, San Francisco and Washington, on a digital double-sided boat in Miami and, through a significant digital and online presence in all cities.
As a global campaign, it was launched earlier in Italy, Brazil, Argentina, France, and Spain. In fall, it will be debuting in Israel, India and Japan.
With 6 destinations in North America served with nonstop flights -including New York, Boston, Miami, Los Angeles and the recently launched Washington and San Francisco- the United States is the first international market for ITA Airways and the most strategic one after Italy, as well as the country with the highest number of citizens of Italian origin. Direct flights from North America to Italy are not only means for leisure and business travel but also “bridges” connecting the broader Italian community in the United States.
AVIONEWS - World Aeronautical Press Agency