ITA Airways
I had the opportunity to lead the team that launched the brand on social media. In just one year, we reached nearly 100,000 followers on Instagram — and, unlike what usually happens with airlines, people actually wanted to engage with us, not just to complain.
The blue heart emoji became our most-used reaction.
As someone who’s passionate about travel, it was truly an honor to spend four years working with Italy’s flagship airline.
Because of the pandemic situation, many people was unable to travel outside of their countries to see their loved ones abroad, and among them many newborns who have never been introduced to most of their family members. Such as Olivia, born in 2021 in New York,
far away from her Italian relatives.
ITA Airways celebrated Christmas by bringing little Olivia to meet her grandparents for the very first time.
For the Christmas holiday Italy’s national airline,
also born in 2021, celebrated the value of ‘first times’ with a true story of reunion. We gave the little one
and her family a trip back to Italy for free:
a New York - Rome flight, the very first in the little girl’s life. We told the story with an emotional video for social media, shot entirely with a smartphone, showing how Olivia’s first time was also a first time for her grandparents, who finally got to see and hug her.
The smartphone, though born to connect people,
has become a more and more divisive element.
Today, people often ignore those close to them to give priority to their devices.
And this happens everywhere - at the restaurant,
at the park, even in the bedroom.
Everywhere, except in one place: on board an airplane, where smartphones have to be switched off.
We invited all lovers to spend Valentine’s Day as
if they were on flight, by switching their smartphones
to Airplane Mode.
We created a special promo on a landing page,
where users could access only by disconnecting
the smartphone.
Here, once offline, they received a discount code
to purchase any kind of ITA Airways ticket.
At first glance, this might seem like just another traditional Christmas commercial. But that would be missing the point entirely. This spot wasn’t made for television — it was made for conversation. And conversations today live on social media.
When a brand taps into a special moment like Christmas, it’s not just claiming space — it’s creating an invitation. An invitation for people to talk, not about the brand itself, but about what they feel through the brand.
In this case, we started from something universal:
the feeling we all share as the holidays approach —
the waiting. That growing impatience to be reunited with the ones we love. Our protagonist didn’t just wait.
She did everything in her power to make sure someone special didn’t just arrive home, landing right into the heart of it.