The relentless pursuit of beauty: The ITA Airways odyssey
How is ITA Airways redefining Italian beauty?
ITA Airways, in collaboration with VMLY&R and with the support of Google for in-depth research on current trends, has launched a groundbreaking advertising campaign, placing Italian Beauty at the heart of its initiatives. In a revitalizing short film, the campaign navigates through strong symbols and iconic locations of Italy, inviting viewers on a quest for beauty and Italian refinement.
So, what does this bold initiative truly reveal about the redefinition of Italian beauty? Let’s break it down together.
The search bar: More than a tool, an invitation
In this short film, the ever-present search bar serves as a poetic invitation for consumers to embark on their own quest through the splendors of Italy. Through this symbol, ITA Airways suggests introspection, a journey that begins virtually but materializes into authentic experiences rich in discoveries
Iconic locations: Exploring Italian treasures
ITA Airways takes us to landmark locations such as Piazza Navona in Rome or the Tre Cime di Lavaredo, sites that are inscribed on UNESCO’s World Heritage list. This campaign thus unveils an Italy with immeasurable cultural and natural wealth, promising an extraordinary travel experience.
Style and art: A celebration of Made in Italy
In a tribute to Italian excellence, ITA Airways showcases the creations of the great Giorgio Armani, synonymous with elegance and refinement. But art is also present with the sublime works of artist Francesco Igory Deiana, adding a profound artistic dimension to this quest for beauty.
Italian hospitality: Warmth and comfort reimagined
Beyond landscapes and art, the campaign emphasizes warm Italian hospitality, promising comfort and well-being to passengers. With special attention given to the desires and expectations of travelers, ITA Airways positions itself as the guardian of the welcoming and warm values that characterize Italy.