ROME AND FLORENCE 'FAM' TRIP

ALITALIA

THE ISSUE

In spring of 2019, The Moak Group (TMG) planned and executed all events and promotional activations surrounding Alitalia’s new route launch from Washington Dulles International Airport (IAD) to Leonardo da Vinci–Fiumicino Airport in Rome (FCO). Included in the plan was a familiarization (FAM) trip to Rome and Florence in order to allow select media to learn about and experience Alitalia’s onboard product, meet the airline’s Chief Business Officer, Fabio Lazzerini, and explore Italy as a destination: Florence and Rome. The goal of the trip was to generate earned media placements across both consumer and trade publications in DC and beyond and increase brand awareness and ticket sales for Alitalia.

THE CONNECTION

TMG selected and pitched a group of journalists with travel-minded audiences to join Alitalia on the trip to Rome and Florence. Their niche expertise gave Alitalia exposure to different yet targeted audiences such as high-value business travelers, luxury travelers, and #AvGeeks. By experiencing the product firsthand, the group of media developed genuine opinions about Alitalia’s product and produced stories that gave their audiences an authentic, rather than a promotional, view of the airline. The trip organically created an increase in brand awareness, with potential new customers exposed to a true Alitalia experience.

THE OUTCOME

By sharing their personal Alitalia experience with audiences, the journalists amplified Alitalia’s brand and exposed them to a wide array of new potential customers. Each FAM trip attendee published shining reviews of their experience flying Alitalia and, with each publication’s reach over 500,000, significantly bolstered Alitalia’s brand awareness which ultimately resulting in an increase in ticket sales on the new DC-to-Rome nonstop route.

THE OUTCOME

By sharing their personal Alitalia experience with audiences, the journalists amplified Alitalia’s brand and exposed them to a wide array of new potential customers. Each FAM trip attendee published shining reviews of their experience flying Alitalia and, with each publication’s reach over 500,000, significantly bolstered Alitalia’s brand awareness which ultimately resulting in an increase in ticket sales on the new DC-to-Rome nonstop route.

Kristen Schott Article
Dan Booth Article
Chris Sager Article
The Moak Group

The Moak Group

The Moak Group is a D.C.-based public affairs, advocacy, marketing, media relations, and business consulting firm. Headquartered in Washington, TMG operates around the world, providing our domestic and international clients with the expertise and support they need to succeed.
The Moak Group

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