Milan, July 16, 2026 – The new summer communications campaign from Imaway, the online travel insurance provider of IMA Italia Assistance, created in collaboration with Spada Media Group, a UNA-affiliated agency. Following the success of previous editions, the 2026 campaign reaffirms the“Tuttokay ho Imaway”concept, with the goal of consolidating brand awareness and strengthening Imaway’s positioning as a reliable partner for travelers. The media plan, active since July 9, features a strong out-of-home presence in the Milan metro system, with over 100 advertising spaces distributed across the M1, M2, M3, and M5 lines.
In an international context marked by instability and conflict, the desire to travel remains strong, and travel protection takes on even greater importance. Imaway has chosen to continue communicating with and supporting travelers, reaffirming its commitment to maintaining a consistent and recognizable presence—a sign of continuity and support at a time when traveling requires greater peace of mind and awareness.
Building on last season’s creative direction, the new campaign features a multi-scene approach with a fresh and playful tone that lightheartedly explores the most common travel mishaps, showing how Imaway is always the answer. The “Tuttokay ho Imaway” concept—built on the play on words between the brand name and the key message—conveys a sense of security and peace of mind and reinforces the brand’s connection to travelers. The direct and recognizable visual language aims to engage a young, dynamic, and informed audience that values protection while traveling and the joy of setting off with freedom.
A creative choice that has already proven its worth: in the previous edition, the Imaway campaign received two national awards: the 2025 Mediastars Award in the Print and Outdoor Advertising category for its creative impact and narrative coherence, and the Agorà Award—Regional Silver—for the brand’s distinctive strength and original visual language.
“We’ve chosen to continue communicating even during these challenging times on the international stage, because the need to feel protected while traveling is stronger than ever. This campaign represents our commitment to being there for our customers and our ability to provide quick, tailored solutions, with a communication style that reflects our modern and accessible approach. ”, says Paola Bianchi, Chief Marketing & Commercial Officer at IMA Italia Assistance.
“We are proud to continue standing by Imaway’s side—especially this year—with a creative concept that has stood out for its cross-media impact and its ability to position the brand in a highly recognizable way within the insurance industry. Developing an idea that works, while maintaining continuity in communication even during difficult times, is the choice of those with a winning long-term strategic vision,” comments Lara Ricciotti, CEO of Spada Media Group.
