April 18, 2024 – The launch of Sicily by Car’s summer advertising campaign is set for April 19 on RAI 1 prime time. The new campaign marks a milestone in the communication strategy of the renowned car rental company, in terms of content, scheduling, and creativity: Kahuna Film produced a new commercial – in 15, 30, and 60-second formats – featuring a special celebrity testimonial, artist Gigi D’Alessio, who will interact in a fun sitcom-style exchange with the company’s chairman.
The set location is Malpensa International Airport, emphasizing Sicily by Car’s national importance and its extensive presence across all Italian airports.
The commercial, scheduled through an engaging media mix by Media Italia, will air on major national TV channels including RAI, Mediaset, La 7, NOVE, as well as on-demand on SKY (Sport, news, and top events), and also on major national radio stations through June. A strategic outsider in the media plan is Spotify, targeting specifically the singer’s fan base.
“I am very pleased with the new advertising campaign, both for the message it conveys and the innovative media plan, which reflects the company’s importance and its nationwide reach,” comments Chairman Tommaso Dragotto, adding: “Our listing on Borsa Italiana last August marked an epochal turning point in the company’s history, deserving of an adequate communication campaign.”
An additional phase of the campaign is planned for the second half of the year.