Alitalia is allowing accompanied children up to the age of 12 to travel for free on all domestic and international services between 2 July and 30 November provided the ticket is booked prior to 25 June.
Unveiling the ticket offer, the airline's chairman and president, Roberto Colaninno, and chief executive, Andrea Ragnetti, also outlined a new corporate strategy and fare structure on the Rome-Milan route, where it will go head-to-head with rail services.
It will reduce the 44 fare options on the route to five, all at fixed prices. This will make the pricing structure "simpler and more transparent", says the airline in a statement.
Its fleet renewal programme is also on-track to be completed by the beginning of next year, with 15 further deliveries due in 2012, including Airbus A330s, A319s and Embraer E-Jets and its ageing fleet of 12 Boeing MD-80s phased out.
According to Flightglobal's Ascend Online database its most recent delivery was a CFM International CFM56-powered A319 (EI-IMU) on 22 May.
Cabin reconfiguration work on its 10 Boeing 777s will also be finished by July, with the aircraft now in a three-class layout.