benchmark report
airline marketing
made of italy ALITALIA Italian flagship carrier Alitalia has revealed a fresh face to the world with the launch of a new global brand campaign ‘Made of Italy’ that highlights the best of Italian culture, lifestyle and cuisine and, at the same time, reinforces the airline’s position as a European luxury carrier, harmonised to the brand promise of the Etihad Airline Par tners group.
storytelling series which consists of ‘Made of..’ shor t films featuring the par tners which help deliver the “feel” of the revitalised Alitalia.
The commercial features the new Alitalia experience on the ground and in the air, highlights its new network and terminal services at Rome Fiumicino, its people and onboard services and destinations in Italy, as well as in different world capitals that Alitalia serves. The airline commissioned a new version of the popular song, Volare, sung by award-winning Italian singer Malika Ayane, to serve as the campaign’s theme music.
The airline is running its main television spot on networks in key markets like Italy, the USA, Brazil and Germany in 30 second and 60 second versions. It is also promoting all the video content on YouTube and Social Media channels. Alitalia used the hashtag #AlitaliaDay on Social Media during the launch. It is using #ViviAmaVola, and #MadeOfItaly as par t of ongoing promotion
Alitalia released a series of separate videos around the campaign, including a brand JUNE 2016 ISSUE
Alitalia launched its new campaign this May, during its Alitalia Day event in Rome where it also revealed new cabin and ground crew uniforms .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
