To tell the story of Europe’s fastest-growing low-cost airline over the past decade, we chose to take an unconventional path—focusing on local media outlets near Volotea’s destination cities.
The challenge: maximizing media presence
When Volotea appointed us to handle its media relations in 2012, the objective was clear: boost the airline’s visibility across Italian media.
The idea: focusing on local media
To achieve our objective, we built on Volotea’s positioning—“We connect Volotea cities”—and crafted a strategy centered around local media outlets in the cities where the airline flies millions of Italians each year. Through these trusted channels, we’ve consistently shared product updates and corporate news from this independent airline, which has seen remarkable growth across Europe over the past decade.
Plan development
To help guide the airline toward continued success, we handle the drafting of press releases and position statements, organize press conferences and media events, and manage interviews as well as any potential crisis communication needs.
The results
On average, we send out 100 press releases each year. In 2022 alone, our work generated 8,500 articles, reaching 1.35 billion contacts.
