Aitne Med

Aitne Med takes people onto Etna all year round, on foot, on skis and by mountain bike: from a few hours’ walking to multi-day routes with bivouac and into the lava tubes. It is an offer that stands up in the international adventure market — but the bookings were coming from OTAs.

We reorganised the association’s image starting from the people in it, who go looking for adventure when they are not working too and built a multichannel strategy: positioning, site, SEO and advertising.

The result: a brand that speaks to the foreign audience looking for harder experiences and direct bookings that have reduced the dependence on OTAs.