ITA Airways takes flight with exciting marketing campaign soaring into the North American market

Wednesday, January 24, 2024

ITA Airways is actively expanding its global network and has initiated a targeted marketing campaign tailored to the American market, focusing on New York and Miami. The campaign, running until February 18th in these cities, aims to bolster sales and increase brand awareness for ITA Airways in North America, a key market following Italy.

Commencing today, the campaign extends to Chicago, where it promotes the upcoming direct flight from Chicago O’Hare to Rome Fiumicino, set to operate from April 7th with six weekly flights (every day except Wednesdays), becoming daily from June. Flight operations include departure from Chicago at 3:10 p.m. and arrival in Rome at 7:30 a.m. the next day, with the return from Rome scheduled at 9:20 a.m. and landing in Chicago at 1:10 p.m. local time. The new route will be serviced by Airbus A330-900 and A330-200 aircraft.

The marketing initiative employs a multi-channel approach, utilizing impactful out-of-home digital locations and a substantial presence on connected TV and the web. Specifically in Chicago, the campaign involves branding a double-decker bus, featuring on the large video wall at Clarke-Lake station, and appearing on various digital screens throughout the city.

The campaign adopts the visual theme “A Sky full of Italy,” aligning with the communication platform introduced a few months ago. This visual approach aims to highlight the connection between the best of Italy and ITA Airways’ services, conveying the idea that “when you look for Italy, you find ITA Airways.” The iconic “search bar” serves as a creative element, symbolizing the place where people seek information. Passengers can expect to find “the Italy they are looking for” on board ITA Airways flights, experiencing the richness of Italian culture, food, style, and design before even landing.

The United States holds strategic importance for ITA Airways as the primary international market after Italy, and it boasts the largest population of Italian-origin citizens. In the current winter season, the airline operates 43 weekly flights between the two countries. ITA Airways offers convenient connections from its Rome Fiumicino hub, enabling passengers from North American destinations to access the entire network.

With direct connections from major U.S. cities like New York, Miami, Boston, Los Angeles, Washington, and San Francisco to Rome Fiumicino, coupled with the addition of Chicago and Toronto in the upcoming summer season, ITA Airways aspires to establish itself as the preferred carrier between North America and Italy, providing seamless connectivity to Europe and the Mediterranean via Rome.

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