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Volare launches new communication campaign celebrating the programme’s first year

On air in Italy and France on digital display and billboards and in the United States on addressable TV. One year after the launch of Volare, the initiatives linked to the programme’s first birthday and the one Million enrolled member milestone continue.

ROME – As part of the celebrations to mark the “Millionth” member and the first birthday of its Loyalty programme, ITA Airways is launching two important communication campaigns dedicated to Volare, on air in Italy, France and the United States.

The “Exclusive Club” digital display and billboard campaign is on air until 10 April on the main web platforms in Italy, France – with a focus on the Paris area – and North America, with a focus on New York. In Italy, the campaign will also feature important digital maxi-billboards in strategic areas in Rome and Milan.

Until 8 April, instead, the addressable TV campaign is on air exclusively in the US market, with a 15” TV film dedicated to Volare’s “Millionth Customer”. The clip will be broadcast on “connected” TV geolocated in the New York area and will promote the ITA Airways connections between New York JFK and the airports of Rome Fiumicino and Milan Malpensa, which are operated with 4 daily frequencies.

The two advertising campaigns are part of a broader plan of loyalty initiatives around the achievement of one Million members, with the aim of developing awareness towards the Italian flagship company and the Volare programme, stimulating new subscriptions.

An evolution of the “People” concept, 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 programme.

To further emphasise the centrality of people, the programme continues to promote recognition operations dedicated to its customers through March. After offering chocolate to passenger flying on all routes operated by ITA Airways on 15 March, new initiatives will follow both on the ground and in the air.

Launched on 1 March 2022, Volare reserves in the month of its birthday important promotions for both members and those who are not yet part of this great community. In fact, by 31 March 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. Finally, the chances of accumulating points increase with the ‘Invite a Friend’ promotion, which allows customers to earn points for every new friend who signs up for the programme until 31 March 2023.

Volare is continuously growing and is preparing to welcome many new members and partners in the coming months to take off together towards new benefits and opportunities.

Tatiana Rokou

Tatiana is the news coordinator for TravelDailyNews Media Network (, and Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.

She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.