AlItalia tries to revamp its shaken image with a stylish new campaign


It is getting quite stylish up in the air these days. After Virgin and Etihad, now Alitalia is getting a revamp to staff uniform. Focussing on the motto of ‘Made in Italy’, the new design is as Italian as it can get. The collection is designed by Etorre Bilotta, and is reportedly retro and very Italian. This is part of the airline’s new global brand campaign that was launched alongside the worldwide premiere of a new television commercial at the Nazionale Spazio Eventi in Rome.


Alitalia today launched with, attended by hundreds of representatives of the global media and specially invited guests. The television commercial celebrates the Italian airline as it faces the future with renewed vigour and vitality, following a successful restructure in 2014, which saw it also introduce a series of enhancements and upgrades to its inflight product and fleet.

The campaign highlights Alitalia as a modern airline, while promoting Italy as being a vibrant nation at the forefront of design and style, highlighting its arts, culture and landscapes.

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The campaign also integrates a series of web videos revealing aspects of Italian hospitality including quintessentially Italian brands such as Poltrona Frau, Lavazza, Ettore Bilotta, diego dalla palma Milano, Cantine Ferrari, Atelier Fragranze Milano, and architect Marco Piva.

This ad will be telecast in major markets such as Italy, the USA, Brazil and Germany in both 60 and 30 second formats, and on social media channels, with still versions of the campaign appearing in print, digital and on outdoor channels.

The campaign team includes – created and developed by communication agency Leo Burnett Italia, media strategy and planning were managed by Starcom (a referent agency for the Etihad Airways Partners group) and the background score by award-winning Italian singer Malika Ayane to sing a popular Italian song ‘Volare’.

[ Via : Boardingarea ]