ROUTE LAUNCH IAD TO FCO

ALITALIA

THE CHALLENGE

Alitalia selected The Moak Group (TMG) to plan and execute three high-profile launch events celebrating Alitalia’s inaugural non-stop service from Washington Dulles International Airport (IAD) to Leonardo da Vinci–Fiumicino Airport in Rome (FCO). The events were: 1) a gate ceremony at IAD; 2) a morning press conference with the airline’s Chief Business Officer; and 3) an evening gala reception at the Italian Embassy in Washington, DC for VIP guests.

ACTION

Press Conference

TMG pitched a select group of local and national media, including CBS News, who attended a morning round table discussion with Alitalia’s Chief Business Officer Fabio Lazzerini and Italian Ambassador Armando Varricchio at the Italian Embassy in Washington, D.C.

Gate Ceremony

TMG coordinated an event at Washington Dulles International Airport (IAD) to celebrate the arrival of Alitalia’s inaugural flight from Rome and the inaugural departure from Washington Dulles. The event was attended by the Alitalia executive team, Italy’s ambassador to the United States, Dulles Airport officials, media, and passengers. Activities included an official water cannon salute for the Airbus A330 upon arrival at IAD, a ribbon-cutting ceremony, speeches from dignitaries, customized Alitalia-branded catering, a photobooth for passengers, and gift bags given to passengers as they boarded the inaugural flight to Rome.

Reception at the Italian Embassy

The day of events cumulated in a TMG-planned reception and fashion show at the Italian Embassy celebrating the inaugural flight. Guests included media, Alitalia executives, Dulles Airport officials, and notable DC influencers and Alitalia travel partners. The reception featured passed hors d’oeuvres, beverages sponsored by Campari, live music, speeches by executives from the Italian Embassy, Alitalia, and Dulles Airport, and a fashion show featuring Alitalia flight attendant uniforms throughout the years designed by famed Italian designers, including Giorgio Armani and Ettore Bilotta.

IMPACT

Members of both the local and national media attended the three events. They were provided ample opportunities to interact with Alitalia executives as well as the product, including an intimate discussion with Alitalia’s Chief Business Officer and an escort to the tarmac to get an up-close view of AZ619’s water cannon salute as it arrived from Rome. This resulted in an immense amount of earned media coverage of the day’s events in multiple publications throughout the industry.

The events also included opportunities for passengers and guests to have their photo taken at a photobooth at IAD as well as at a step and repeat placed at the entrance of the evening reception, allowing both guests and passengers to share their photos and promote Alitalia across social media.

The Moak Group

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