A Sky Full Of 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 Airways aircraft “the Italy they are searching for, before they even touch the ground”, whether that be food, style or design, and enjoy even before arriving in Italy the full all-around Italian experience that they will discover upon landing.

We are really glad to introduce you to the brand new communication platform as a result of a deep and inspiring collaboration between VML and ITA Airways, with whom we share several values such as creativity, out-of-the-box way of thinking and teamwork. VML talents have worked to this ambitious global campaign to enhance the Italian values and its masterpieces.

Simona Maggini

VML Italy CEO

Thanks to its recognized excellences, Italy is the most desired destination in the world by far.

The challenge is presenting ITA Airways not as an airline company but as the sum of the Italian excellences in flight.

How can we turn into physical expression what people search for when dreaming of a trip to Italy and reveal in the end that everything can be found up in the sky?

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.

What people search when planning a trip to Italy is exactly what ITA Airways offers on board: a unique style, like the one of the crew’s uniforms designed by Brunello Cucinelli; surprising flavors, like those of the onboard menus created by starred Italian chefs; a refined design and the highest comfort, both ensured by the interiors and the seats conceived by Walter De Silva. But above all, that typical warm welcome that every passenger can experience. That’s why, with ITA Airways, Italy starts even before touching the ground.

We present ITA Airways not as an airline company but as the sum of the Italian excellences in flight.

Starting from the iconic shape of a search bar, we turned it into the physical expression of the Italian excellences that people search for when dreaming of a trip to Italy and, in the end, into the airplane window, to reveal that everything can be found up in the sky.

84% Load Factor, 4,2 Mio Passengers