Sharon Stone is the star of ITA Airways' new global campaign "Simply Italian".
Travel seen as an experience
Travel seen as an experience and not merely the time that elapses between departure and arrival. "Simply Italian," the new global communications campaign from ITA Airways featuring Sharon Stone as its global ambassador, revolves around this concept.
Sharing the spirit of the ITA brand with the world
The campaign was launched by CEO and managing director Joerg Eberhart and the Hollywood icon, “who has long harboured a deep affection for Italy,” said Eberhart who went on to highlight some of Stone’s distinctive traits: “Charisma, intelligence, wit and a natural sense of irony. Qualities that perfectly reflect the tone of "Simply Italian" - self-assured yet never aloof, sophisticated yet approachable, global yet unmistakably Italian. Thanks to this collaboration, we can share the spirit of our brand with audiences around the world”.
A campaign also for the USA and Brazil
Eberhart explained that the campaign was conceived as a global communications platform with a consistent and recognizable identity across all key markets. Launched in Italy "our home market and the heart of our identity,” it will then expand into the United States and Brazil through an integrated multi-channel media plan. Both markets are crucial for us, where we aim to strengthen the visibility and prominence of ITA Airways.”
Snapshots of life on board ITA Airways
With this campaign the airline aims to “turn the page and open a new chapter,” continued the CEO. "From the moment our customers step on board, wherever they may come from, we want them to experience first-hand what makes Italian hospitality so special. What is it? Thoughtful attention and the ability to make even the simplest gesture memorable. We believe that genuine gestures can truly make a difference to the travel experience. The creative concept revolves around brief snapshots of life on board. Each one captures a moment of Italian hospitality, made unforgettable by thoughtfulness, warmth and unmistakable style. This is the promise of "Simply Italian," and we could not have chosen a more globally recognized and suitable ambassador than Sharon Stone to launch our campaign and share this message with the world.”
Sharon Stone is the testimonial
The actress, who first visited Italy when she was just 19, was full of praise as she expressed her affection for a destination much loved by American travellers: “The sense of family, the gestures, the art, the culture, the music, the theatres and, of course fashion. Italy is the fashion capital of the world.” Sharon Stone’s words were a true declaration of love for Italy. “And then there’s Venice, with the nuns making lace, the historic jewellery shops and everything that happens there. All of this takes place in Italy, only in Italy and nowhere else in the world.” Then there’s the Venice Film Festival, Rome and the Vatican."
"An incredible mix of culture, architecture, climate"
Stone went on to mention Sicily, Naples and Florence: “Nowhere else in the world can you find this incredible mix of culture, architecture, climate and everything else. For me, as an American who grew up in an Amish village, it’s truly incredible. The destination still to be discovered? “The Dolomites – a dream I’d love to fulfil.” The new advertising campaign, which will launch in the United States and Brazil on 22 September, consists of a series of short, standalone spots, each built around a single scene, depicting simple and authentic “Simply Italian” situations that express the airline’s distinctive take on Italian hospitality.
