Every businessman in London and the Southeast were aware of Italy's national airline. However,  Alitalia had a 'negative' experience reputation!

As a consequence of lost sales, Alitalia extensively researched the problem, and designed a marketing plan to redress this attitude.

On a limited budget, a bold media strategy was planned with the objective of altering businessman attitude and stimulating retrial. Solus LBC Radio was selected, using a continuous 'drip' strategy with 40" commercials.

High frequency, and campaign duration achieved the set objectives - positively moving business traveller attitude and Alitalia retrial. Our 'continuous coverage' strategy gave Alitalia three major benefits:-

1. Credibility - long term communication re-built target market confidence, and retrial. 

2. Businessmen traffic increased by 30% in year one; resulting in a 35% increase in aircraft seating allocation for year two. 

3. Our media negotiation produced a 60% saving against published rate card costs!

relevant media visibility, maximised