Volare: ITA Airways Launches Campaigns for its Loyalty Program
ITA Airways, the Italian flagship carrier, has launched two communication campaigns to celebrate the first anniversary of its loyalty program Volare and the enrollment of its “millionth” member.
The first campaign, named “Exclusive Club,” is a digital billboard display that will air until April 10 in Italy, France (with a focus on the Paris region), and North America (with a focus on New York). Additionally, digital maxi-billboards in strategic areas of Rome and Milan will feature this campaign in Italy.
The second campaign, an addressable TV campaign, is exclusive to the US market, and will air until April 8.
The 15-second clip, which is dedicated to Volare’s “Millionth Customer,” will be broadcast on connected TVs geolocated in the New York area, promoting ITA Airways connections between New York JFK and the airports of Rome Fiumicino and Milan Malpensa, which are operated with four daily frequencies.
These advertising campaigns are part of a broader loyalty plan around the achievement of one million members, aimed at stimulating new subscriptions and developing awareness of the Italian flagship company and the Volare program.
The campaign’s rational is developed around the oxymoron between the concept of exclusivity and the achievement of one million members of the club.
Once again, the focus is on the faces of the customers, who are key players in this milestone, exactly as they were one year ago with the launch of the Volare program.
To further emphasize the centrality of people, the program continues to promote recognition operations dedicated to its customers through March. After offering chocolate to passengers flying on all routes operated by ITA Airways on March 15, new initiatives will follow.
Launched on March 1, 2022, Volare is celebrating its first birthday with important promotions for both members and those who are not yet part of the program.
More specifically, until March 31, 2023, members will receive double points for their flights in March to any destination, and for those who are not members, there is a welcome bonus of 2,000 points for registrations in March. Additionally, the “Invite a Friend” promotion will allow customers to earn points for every new friend who signs up for the program until the end if this month.
ITA Airways is the new national airline of Italy, 100 percent owned by the Italian Ministry of Economy and Finance. During the winter 2023 season, it flied to 51 destinations, out of which 9 intercontinental, 22 international and 20 domestic.
ITA Airways is a SkyTeam Alliance and IATA member.