Schiphol Advertising - ENIT Italy Campaign

Inviting travellers to discover the beauty of Italy

For countries who would like to boost its tourism, Amsterdam Airport Schiphol is the right place. Here travellers from all around the world can be inspired by show casing the ideal destination for their next adventure. This is exactly what the Italian Bureau for Tourism (ENIT) has done.

Objectives

We spoke with Maria Elena Rossi from ENIT regarding the purpose of the campaign and the power of beauty. The international campaign ‘Live the Beauty’ consist of a combination in online- and offline media. Next to this we also collaborate with tour operators and travel agents to highlight the beauty of Italy. Airports allow us to reach a large part of our target audience at once, and our campaign is full motion and colourful making it as pleasure to the eye, attracting the travellers attention.

During the month October our campaign was located at several touchpoint throughout the Airport, from the luggage area, Schengen departures and even targeting international departures. Maria Elena explains: we wanted to reach individual travellers, families from all around the world including upcoming travel markets. The best place is of course where all these people come together such as a large Airport as Amsterdam Airport Schiphol. The digital media at Amsterdam Airport Schiphol shows the undulating landscape, the vibrant cities and iconic architecture of Italy in a dynamic and stimulating way.

The campaign has more to offer then an invitation to enjoy the beauty of Italy. By focussing the campaign on beauty, ENIT aims to raise awareness and respect for all the iconic aspects of Italian life. With the main goal long-term sustainability.

'Italy wants to welcome travellers, families and adventurers from all over the world,' Maria Elena explains. 'But we also want to make sure that tourists appreciate the beauty and help preserve it by not damaging it during their trip. In the second phase of our campaign, the message will be 'Italy. A beauty to treasure', to remind travellers that we all play a role in sustainable travel. We also targeted Italian tourists at home.' This phase is not only about environmental sustainability, but also about social and economic sustainability.

Campaigns at hub airports target seasoned travellers looking for their next destination, and the traveller with a taste for adventure. To get even closer to their target audience, ENIT communicates at airports not only in English but also in local languages. 'We want to make travellers feel welcome. Making the feel close to the brand experience of Italy, and that they experience the beauty of exploring new, interesting places. Even for those who have visited Italy before, we manage to surprise them with things and places they have never seen before.' The key, she says, is to awaken the explorer in every tourist showing that Italy is the best setting for the next adventure. And above all: the best place to embrace beauty in all its forms.

Campaign Strategy

Art, music, the architecture, fashion, its history, the wine and the food. If you have or haven’t visited Italy before everybody has a certain image of the country. When ENIT first set out its new 3 year brand campaign to stimulate the tourism for Italy, there was 1 word that it wanted to captivate with its campaign being; beauty in all its forms.

With this in mind ENIT launched its campagne ‘Live the Beauty’ in the top 25 hub-airports in the world including Amsterdam Airport Schiphol. The brand campaign focused on reaching its target audience: active travellers with a passion for adventure, exploration and appreciation for the beautiful things in live. The campaign was live during the month October targeting ENIT’s audience throughout the different areas in the Airport and combing several media products. ENIT specifically used digital out of home media as it really manages to show the campaigns core message. Also recent eye-tracking research has shown that digital screens and spot with motion are the best media objects to attract the travellers attention. ENIT has made an excellent combination in their 3 year campaign strategy.

Campaign ENIT Italy

The Success

The impact of the three-year campaign will be measured periodically with two key indicators. The first step is; 28 Italian tourism agencies around the world will conduct regular surveys to measure brand awareness and message penetration.

The second step is; the Bank of Italy will annually track why people travel to Italy, where they’re from and how much is spent per country. In this way, ENIT will track the impact of the campaign and can adjust their tone and messages as they go along to ensure that the flow of tourists remains smooth and stable among all audiences.

'Our world is more and more connected every day,' says Maria Elena. 'Countries that want to target travellers know that airports like Amsterdam Airport Schiphol are essential for brand awareness. With the large number of people who arrive at the Airport every year, and the type of passenger who travels through this important European hub, we can communicate our message and brand positioning as effectively and efficiently as possible.

Once in Italy, travellers will only have one word for everything they see, touch and taste: 'Bellissima!'