Client:
easyJet

Objective:
Show to the public opinion and to the Italian authorities how important is the Malpensa airport for easyJet and how many activities and investments easyJet realized in the past and will plan for the future.

Action
A new opinion movement, called “I Love Malpensa”, has been created and launched on the last 8 April, 2008.
The activity counted two different communication steps:

• realization of a “petition desk” claiming for as many signs as possible to support the I Love Malpensa “love declaration”. The event took place on 8 April 2008, at Cadorna Rail and tube station in Milan (starting of Malpensa Express line). During the event, each person signing received a I Love Malpensa T-shirt and sticker and was asked to fill a survey form about Malpensa.
• Creation of an ad hoc website, www.ilovemalpensa.com  (working also typing www.ilovemalpensa.it), on which the “love signing” is going on independently from the activity day, the site becoming a continuity element that links together all the following I Love Malpensa actions.

Articles, TV and radio interviews [Il Sole 24 Ore, Radio Deejay, Radio 24, La Sette, Rete 4.