ITA Airways has appointed Sharon Stone as its global brand ambassador and the face of its new international advertising campaign, Simply Italian. The rollout began in Italy on 14 September and is due to expand to the United States and Brazil on 22 September, as the carrier pushes a refreshed brand message built around Italian hospitality, style and onboard service.
The campaign uses a series of short creative spots built around everyday travel scenes and was developed with Pope Creative Studio. ITA Airways is positioning the initiative as part of a broader effort to strengthen its visibility in key foreign markets, especially the US and Brazil, where commercial exposure remains a priority. Joerg Eberhart, the airline’s chief executive, linked the launch to the company’s wider brand evolution and its international growth ambitions.
Stone’s role gives the campaign a recognisable global face as ITA Airways seeks to sharpen its profile beyond Italy. The airline is using the campaign to present a more distinctive and premium image while keeping the message focused on the customer experience rather than on fleet or network expansion.