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ITA Airways is sending ripples across the UAE transport sector by launching a new out-of-home campaign to promote their new route between Dubai and Rome, launched on October 28. ITA  Airways is the flag carrier of Italy, owned by the Government of Italy via the Ministry of Economy and Finance.

The airline conjured an eye-catching ad, showing a bright blue sky and an airplane flying across, like an arrow, pointing at the inseparable connection between the two iconic cities under the slogan "A Sky Full of Italy." Their ad copy, "Trip to Italy… NEW DIRECT FLIGHT DUBAI - ROME," promises that the airline endeavors to treat guests with seamless, luxurious service, from takeoff to landing.

The campaign juxtaposes a good show of visuals with a clear message that positions ITA Airways as the bridge to Italy. Through this direct flight, ITA Airways makes flying for an Italian treat easier than ever. 

The campaign landed in Dubai in the first week of November, via hoardings and uni-poles.