ITA Airways sells the welcome, not the flight
Italy's flag carrier launched "Simply Italian," a global campaign from POPE Creative Studio fronted by Sharon Stone, betting that hospitality is its most exportable asset.
Most airline campaigns sell the destination. ITA Airways is selling the welcome. The Italian flag carrier unveiled "Simply Italian," a new global communication campaign built around the idea that its most distinctive asset isn't the route map — it's the Italian way of treating people.
Developed with POPE Creative Studio, the campaign breaks from the single-hero-film format. Instead, it's a series of short, stand-alone scenes, each capturing one simple, authentic gesture of Italian hospitality on board. The concept leans on "surprising simplicity" — attention to detail as the luxury, rather than lie-flat seats and lounge shots.
The launch face is Sharon Stone, signed as global ambassador. A Hollywood icon and avowed Italophile, Stone fronts the rollout in Italy and the carrier's main international markets, giving a young brand (ITA only replaced Alitalia in 2021) an instantly legible signal of glamour.
"With Simply Italian, we are opening a new chapter in the evolution of the ITA Airways brand," said CEO Joerg Eberhart, framing the work as a brand refresh as much as an ad push.
The strategic read: as ITA deepens its integration with the Lufthansa Group, which took a stake in the carrier, it needs a sharper answer to what makes it worth choosing. Engineering pedigree belongs to the Germans. Warmth, style, and care? That's the Italian lane, and ITA just painted it on the fuselage.
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Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
