ROME // Alitalia’s new global marketing push features a television commercial, designer staff uniforms and tie-ups with top Italian brands.
Its “Made of Italy” campaign has been backed up with investment in regional cuisine, a new uniform collection by the designer Ettore Bilotta, exclusive deals with firms such as Lavazza coffee, furniture designer Poltrona Frau and perfume house Atelier Fragraze Milano, among others.
Alitalia vice-chairman and Etihad group chief executive James Hogan said that in the past, Alitalia had been known as a “wonderful airline brand”.
“But it was seen, unfortunately, to have become tired and become politicised. That is the opportunity now – to build an airline that Italy is proud of. Every time you board an Alitalia aircraft, you should feel that you have entered Italy wherever you are in the world.”
The company has injected €20 million (Dh11.1m) into its campaign, with 30 and 60-second advertisements being shown in Italy, the US, Brazil and Germany, as well as on social media.
Cramer Ball, the chief executive, said that Italy is known as “the embodiment of beauty, warmth, passion, hospitality and a way of life celebrated the world over”.
He said Alitalia hoped to present “the best of Italy and the importance the country enjoys on the world stage”.
mfahy@thenational.ae
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At a glance
Global events: Much of the UK’s economic woes were blamed on “increased global uncertainty”, which can be interpreted as the economic impact of the Ukraine war and the uncertainty over Donald Trump’s tariffs.
Growth forecasts: Cut for 2025 from 2 per cent to 1 per cent. The OBR watchdog also estimated inflation will average 3.2 per cent this year
Welfare: Universal credit health element cut by 50 per cent and frozen for new claimants, building on cuts to the disability and incapacity bill set out earlier this month
Spending cuts: Overall day-to day-spending across government cut by £6.1bn in 2029-30
Tax evasion: Steps to crack down on tax evasion to raise “£6.5bn per year” for the public purse
Defence: New high-tech weaponry, upgrading HM Naval Base in Portsmouth
Housing: Housebuilding to reach its highest in 40 years, with planning reforms helping generate an extra £3.4bn for public finances
The five pillars of Islam
The smuggler
Eldarir had arrived at JFK in January 2020 with three suitcases, containing goods he valued at $300, when he was directed to a search area.
Officers found 41 gold artefacts among the bags, including amulets from a funerary set which prepared the deceased for the afterlife.
Also found was a cartouche of a Ptolemaic king on a relief that was originally part of a royal building or temple.
The largest single group of items found in Eldarir’s cases were 400 shabtis, or figurines.
Khouli conviction
Khouli smuggled items into the US by making false declarations to customs about the country of origin and value of the items.
According to Immigration and Customs Enforcement, he provided “false provenances which stated that [two] Egyptian antiquities were part of a collection assembled by Khouli's father in Israel in the 1960s” when in fact “Khouli acquired the Egyptian antiquities from other dealers”.
He was sentenced to one year of probation, six months of home confinement and 200 hours of community service in 2012 after admitting buying and smuggling Egyptian antiquities, including coffins, funerary boats and limestone figures.
For sale
A number of other items said to come from the collection of Ezeldeen Taha Eldarir are currently or recently for sale.
Their provenance is described in near identical terms as the British Museum shabti: bought from Salahaddin Sirmali, "authenticated and appraised" by Hossen Rashed, then imported to the US in 1948.
- An Egyptian Mummy mask dating from 700BC-30BC, is on offer for £11,807 ($15,275) online by a seller in Mexico
- A coffin lid dating back to 664BC-332BC was offered for sale by a Colorado-based art dealer, with a starting price of $65,000
- A shabti that was on sale through a Chicago-based coin dealer, dating from 1567BC-1085BC, is up for $1,950
The White Lotus: Season three
Creator: Mike White
Starring: Walton Goggins, Jason Isaacs, Natasha Rothwell
Rating: 4.5/5
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