Its advertising campaign sustaining the new flights from Milan-Malpensa and Rome-Fiumicino has just been launched
“Italians choose us as we get the country flying high”: the headline to the new Air One advertising campaign launching new international and intercontinental routes from Milan-Malpensa and Rome-Fiumicino.
The new product campaign, designed by the Casiraghi Greco& Agency, has a strategic goal; communicating new routes and highlighting the Air One product pluses: its wide, growing network, service quality, environmental respect, some of the main reasons customers decide to fly Air One. The campaign will be advertising the new Malpensa to Boston and Chicago routes and the European ones from Malpensa to Brussels, Athens, Salonika and Berlin, and those flying from Rome-Fiumicino to the Mediterranean basin summer destinations.
The entire campaign’s key visual, for both Italy and abroad, is the shadow of a heron flying high representing Air One (a play onthe words Air One / airone (heron in Italian) as a successful airline getting its country to fly high.
The new communication format concept introduced by the campaign wants to communicate pride in what’s Made in Italy represented by an airline providing high quality services in Italy and the world over.
The campaign uses subjects that are not linked to the aviation world but which evoke positive values of a productive Italy or destinations you can reach with Air One.
The new ad campaign, on air at present, will use the following media mix:
- Large static and dynamic posters all over the main Italian towns.
- Radio campaigns in the main target markets
- Web campaign
TheCasiraghi Greco& creative team behind the new Air One communication format is led by its Creative Director Cesare Casiraghi. The Italian campaign was designed by Art Director Emanuele Pezzetti and Copywriter Luca Corteggiano; The foreign version by Art Director Manlio Manganaro and Copywriter Lorenzo Rocchi.
Commenting on the new campaign launch, Nicola Benai, Air One’s Marketing Director, said: “With this Casiraghi Greco& Agency campaign, we want to increase Air One’s brand value, highlighting those unique brand elements that are really important for customers, including our expanding network, now towards the USA, and our environmental sensitivity. We want to be top of the Italian’s “shopping list” ” as a quality campaign and as a testimonial abroad of what’sMade in Italy”.
Air One: The One You Choose
Air One is still counting on its payoff “The One You Choose” reaffirming those key values passengers choose it for: customer care, efficiency, technological innovation and respect for the environment, thanks to a young, expanding fleet. Use of English in the payoff (simple and easy to understand especially for its business target) not just a reminder of Air One’s name itself, but also of the double Italian-English aspect it features.
In 2007, Air One had over 37% of national market share. With its 3400 employees (including those working for subsidiaries) Air One will be flying to 21 national, 18 international and 2 intercontinental destinations from June, plus many more international code share destinations. In 2007, Air One transported over 7.5 million passengers with a turnover of circa 750 million Euro.
