Precise Marketing Strategy of ITA Airways – With Detailed Explanation

Updated on: Nov 5, 2022
marketing strategy of ITA - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In the previous article, we learnt the marketing strategy of Air India. In this article, we are going to discuss the marketing strategy of ITA. ITA is an Airways company.

You all will agree that now the world is accepting and becoming more digital. Marketing is the DNA of any business. Marketing helps you in making your audience aware of your brand.

If you want to learn more in-depth about digital marketing then do check out IIDE’s Free Masterclass by the CEO & Founder of IIDE, Karan Shah.

Now let’s get into our article i.e Marketing Strategy of ITA. 

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About ITA 

marketing strategy of ITA - logo

Source – Wikipedia

Italia Trasporto Aereo known as ITA Airways. ITA has been recently founded on 11 November 2020. It has its headquarters in Rome and Lazio, Italy.

Its parent company is the government of Italy via the Ministry of Economy and Finance. ITA has an alliance with SkyTeam and SkyTeam Cargo.

This airline files over 60 domestic, European and some intercontinental destinations. But its main focus is on Milan- Linate.

Quick Stats – 

CEO Fabio Lazzerini
CMO Giovanni Perosino
Area served 60 destinations (Italy/Europe/North Africa /Middle East, etc)
Industry Airlines
Revenue 1.2 billion U.S. dollars.
Vision “To become more digital and sustainable.”
Tagline Italy is yours, and the world is ours.


Marketing Strategy of ITA – 

Before getting into the marketing strategy of ITA. Let’s first learn something about the It’s STP.

Segmentation, Targeting and Positioning 

ITA segments its target audience into 2 parts one is for domestic travellers and the other is the international travellers.

ITA mainly targets the audience in Italy.

ITA Airways has positioned itself as the top airline group in Italy thanks to careful attention to service quality, fleet upkeep, and passenger help.

Marketing campaigns

  • Ad Campaign on 1- Anniversary

marketing strategy of ITA - marketing campaign

ITA Airways launched this campaign to celebrate its first anniversary. ITA airways have taken 9M passengers in its first year.

They released a 60-sec ad on their social media handles to showcase the success and compared itself to a one-year-old child who learns a lot of things in their first year.

“However, in spite of everything, and thanks to the commitment and dedication of the Company’s staff, ITA Airways has stuck to its plan, which is grounded in four core objectives sustainability, digitisation, innovation and customer focus – to be achieved under the banner of the Made in Italy.” – ITA Airways

Social media marketing 

You can find ITA Airways on the following social media platforms –

  • Instagram – 37.2 K
  • Facebook – 21K
  • LinkedIn – 45.4K
  • Twitter – 5K

SEO Strategy

marketing strategy of ITA - ubersuggest seo screenshot

Source – Ubersuggest

As per the SEO Standards organic keywords below or around 500 are reviewed as bad, above 1000 are reviewed as good and above 10,000 are reviewed amazingly. And as seen ITA has 42K+ organic keywords which are amazing. 

Monthly traffic of more than 20,000 is reviewed as amazing. ITA has monthly visits of around 2.2M which is impressive.

Ecommerce strategy

ITA Airways has a website from which you can book both domestic and international trip tickets.

Influencer Marketing 

ITA Airways does not use any influencer marketing as of now. But being an airline company ITA Airways can use influencer marketing to promote their airlines not only in Italy but worldwide. By this, they can attract a global audience.

Mobile Apps

ITA Airways also has a mobile app on Playstore. It has ratings around 3 and has 1L+ downloads as well.

Content marketing

Along with their social media content and content on their websites, there are some websites that posts blog about ITA Airways for their audience to know more about the company.

This brings us to the end of the marketing strategy of ITA Airways. Lets us conclude our findings about the company.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about the marketing strategy of ITA Airways?

ITA Airways is a recently formed company. But still has taken all the necessary steps to make the company successful. 

It has some amazing followers and engagement on its social media platforms.

They have an amazing SEO Strategy as seen by their organic keywords and monthly visits. This shows that they have used digital marketing wisely.

As seen for this company you can see the power of digital marketing. Even if the company is new digital marketing helps you to reach out to your audience and helps you to serve them according to their needs and wants.

If you also want to grow your company like this and want to learn digital marketing for that then here we are for your help we offer Online Digital Marketing Courses and MBA in Digital Marketing Course from which you can learn digital marketing in the easiest way. 

If you liked this inspiring and detailed marketing strategy of ITA do check IIDE Knowledge Portal.

Thank you for going through the case study till the end. Feel free to share your views on the marketing strategy of ITA in the comments section.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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