Sharon Stone, the new Global Ambassador, conveys the authenticity of Italian hospitality around the world
ITA Airways announced Simply Italian, its new global communication campaign, through which the Company renews its brand identity and supports its evolution in Italy and in its main international markets. The project was created to enhance ITA Airways’ identity through one of its most distinctive elements: the Italian spirit, expressed through hospitality, style and care for customers.
Developed in collaboration with POPE Creative Studio, Simply Italian brings ITA Airways’ vision to life by showcasing a travel experience that goes beyond the flight. It places people and the distinctive Italian way of welcoming guests at the heart of the journey. The campaign [concept] draws inspiration from the concept of surprising simplicity: a simplicity made of authentic gestures and attention to detail, which defines the everyday travel experience on board the Company’s aircraft.
For the launch of its new global communication campaign, ITA Airways has chosen Sharon Stone as Global Ambassador. A Hollywood film icon and long-time admirer of Italy, the international artist was selected by the Company to accompany the campaign launch in Italy and in its main foreign markets.
The new communication campaign consists of a series of short, stand-alone creative executions, each built around a single scene, portraying simple and authentic “Simply Italian” situations that express the distinctive way in which ITA Airways interprets Italian hospitality.
“With Simply Italian, we are opening a new chapter in the evolution of the ITA Airways brand,” said Joerg Eberhart, Chief Executive Officer and General Manager of ITA Airways. “This communication campaign stems from our desire to highlight what makes our Company unique: an authentic way of welcoming people, inspired by the values of Italian hospitality. Through a simple, recognizable and internationally consistent narrative, we aim to strengthen the connection between ITA Airways and the excellence of our country, bringing to the world a travel experience that begins the moment passengers step on board our aircraft.”
“Travel opens your mind and your point of view. It gives you the opportunity to experience different cultures and communities, and to see the world and sometimes yourself, a little differently,” said Sharon Stone, renowned American actress, and now, global ambassador for ITA Airways. “I’ve been fortunate to travel throughout my life, and Italy is one of the places that has always been most enchanting to me. There is this extraordinary combination of history, culture, beauty and modern life all effortless, that is uniquely Italian. That’s why Simply Italian resonates with me. The Italian adventure is something I believe everyone should experience, and there’s no better way to begin it than with ITA Airways.”
The campaign is on air today in the Italian market, and will debut on September 22, 2026 in the United States and Brazil through an integrated multi-channel media plan.
With Simply Italian, ITA Airways takes another step forward in consolidating its positioning as Italy’s reference airline worldwide, an ambassador of Italian excellence, style and hospitality at international level.
