Eden Viaggi
New TV Spots: “All That’s Missing Is You”
Four ironic films at the heart of an integrated, multi-channel campaign.
Client
Eden Viaggi
Services
Video commercial, Campagna crossmediale, Storytelling, Social media, Art direction
Industry
Travel & Tourism
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The client
Eden Viaggi, part of Alpitour World, is one of Italy’s leading tour operators.
The brand positioning is based on the idea of a simple, reliable, hassle-free holiday — zero stress — told with an ironic, smart, and immediately recognizable language.
02
The challenge
After more than four years of collaboration and the success of previous campaigns, Eden Viaggi entrusted us with the strategy and creative for the 2026 communication.
The goal is to consolidate the creative concept “Incredibile ma Eden” (“Unbelievable, but Eden”) (the Italian phrase plays on the saying “Incredible but true,” to highlight the brand's unique, effortless vacation experience), already effective in terms of awareness and engagement, strengthening the emotional value of a holiday that is easy to organize and great to experience.
the solution
The Concept of the New Spots
The project develops in four ironic films and an omnichannel communication that enhances the brand’s no-frills positioning. The key concept is “All That’s Missing Is You.”
A group of friends is on holiday, enjoying relaxation and fun, but in every situation there is something off: an empty spot. The finale reveals the surreal twist: the absent friend didn’t choose Eden Viaggi and is still at home, trapped in endless online searches to plan their own holiday.
The contrast between those already on the beach and those under stress highlights the brand promise: selected flights and hotels, 24/7 assistance, and zero hassle, for a simple, stress-free organization. As the claim says: “If you choose Eden Viaggi, the holiday starts earlier.”
The Strategic Approach
To structure the strategy, we used market analyses on “pre-vacation fatigue”: the stress associated with planning a trip, perceived as a long and tiring process. 71% of people in Italy find at least one booking phase stressful; on average, 53 hours per year are spent choosing a destination, rising to 72 hours for Gen Z, versus 37 hours for Boomers.
The campaign insight comes from these data and an in-depth analysis of the previous spot, also by Triplesense Reply, which had recorded high levels of engagement and awareness, consolidating the brand’s positioning around zero stress.
A solution that evolves over time
Our team handled the entire project development, from strategy to creative concept, script, key visual, ADV, and social campaign, building a coherent and scalable omnichannel communication.
The spots were produced by Akita Film, directed by Tommy Bertè. The first subject was scheduled on major TV and digital channels, with a dedicated social presence for both B2C and B2B.
