April 14, 2026

This is exactly why marketing gets a bad reputation

We have nothing called “Large Pet Friendly”
– What do you mean? I do not understand.

Despite what the internet and AI engines claim, the product “Large Pet Friendly” from ITA Airways doesn’t exist.

I’m still in shock.

I have been following and researched this for months now. Last week, I wrote about the fact that the only possible way to buy their newest ticket for families with pets was by calling ITA’s customer service directly.

I knocked on every possible door but since I couldn’t rely solely on the internet and determinated to verify the truth, I called.

I called their customer service, not once but twice, just to make sure I wasn’t missing anything. I even switched to Italian (sorry, my Spanish accent kicking) to confirm the details.

Both times, the answer was the same: the service does not exist.

PLOF!

I’m speechless.

Meanwhile, AI-generated data keep showing the opposite:
→ Look for the icon: a green paw print or a silhouette of a dog.
→ The text: clearly labeled “Large Pet Friendly”
→ Flight number and Airbus type

But none of this information is present on ITA Airways’ official site.

I know because I did try to purchase a ticket myself with the only route I know they would sell as “Large Pet Friendly”
Milano Linate LIN-FCO Roma Fiumicino.

I manually checked from May till June and found *nothing*.

Even their February press release is gone.

I can understand the challenges to do this operationally. I’d love to be part of such challenge. But why promote something that isn’t real? Why the PR push for a product that customers can’t actually find?

I believe marketing should be creative, emotional and even fun.
That’s what made me passionate about it.
But above all, it has to be honest.

If it’s not honest, I do not want it.
A brand’s and personal reputation should be imperative.

The product idea is wonderful.
The story writes itself.
The demand is real.

But the moment you generate excitement around something a customer cannot actually buy, you haven’t done marketing. You’ve done theatre.

The real magic happens when authenticity takes center stage 🧡