Air Dolomiti Uncovers the Deeper Meaning Behind Every Journey

Air Dolomiti, the Italian airline within the Lufthansa Group, has reappointed Ogilvy Italy as its European communications partner for 2025. The partnership kicks off with the launch of ‘There's More to Every Flight,’ a new brand campaign designed to uncover the deeper meaning behind every journey and the emotions we carry with us.

Building on the airline's existing ‘Let's Get Closer’ positioning – a concept born from Air Dolomiti's commitment to personalised service and convenient airport locations – Ogilvy has developed a creative bespoke approach that emphasises the hidden stories within the travel experience.

The campaign centers around six key words: "Airplane," "Departure," "Business," "Route," "Landing," and "Journey." At first glance, these words appear purely functional. However, the campaign invites viewers to look closer and discover the deeper meaning embedded within each term. "Airplane" reveals a "Plan," whether it's a life-changing project, an exciting adventure, or a fresh start. "Departure" sparks the desire to explore art and culture in a new country. A "Business" trip becomes an opportunity for genuine connection with colleagues. "Route" offers an escape from the mundane and "Journey" represents a shared experience to be treasured forever.

"Every journey holds something profound: it's not just movement, it's discovery, emotion, and connection," said Francesca Montessori, customer experience, marketing and inflight product director at Air Dolomiti. "With this campaign, we want to showcase the soul of Air Dolomiti and its premium positioning, revealing the intrinsic value of every flight. We are proud to have developed this project with Ogilvy Italia, a partner that understands our identity deeply and has translated it with sensitivity into images and words faithful to our essence. This project is an invitation to grasp the inner meaning of each journey: just as common words contain other messages, each new flight reveals unexpected emotions."

Roberta La Selva, CEO of Ogilvy Italia, added, "We are thrilled to continue our journey alongside Air Dolomiti. This campaign demonstrates how a deep understanding of a brand's identity can translate into an emotional and engaging narrative. 'There's More to Every Flight' captures the essence of each journey, revealing the stories and emotions that characterise it. We are proud to have contributed to this project, which invites travellers to discover the most intimate meaning behind every experience."

The campaign, created in collaboration with AQuest, which handled the animations with AI, launched with three OOH placements at Verona's Valerio Catullo Airport. It will then continue in Germany with the installation of digital OOH in Munich and Frankfurt, bringing Air Dolomiti's message to an international audience. To further enhance the campaign's visibility, a digital and social strategy will amplify the message and engage an increasingly wider target audience, creating a dialogue with travellers around the world. Mindshare is responsible for the media planning.