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Alitalia launches new brand, aircraft livery

The new developments were unveiled on Thursday at a major launch event at Rome’s Fiumicino Airport, for more than 1,500 Alitalia staff, stakeholders, investors, Etihad Airways officials.

Silvano Cassano, James Hogan and Luca Cordero di Montezemolo give a Press conference to present the new brand, new interior and the new livery of the Alitalia aircraft. — AFP 

Abu Dhabi - Alitalia has been re-launched with a new brand, new aircraft livery and new visual identity.

The new developments were unveiled on Thursday at a major launch event at Rome’s Fiumicino Airport, for more than 1,500 Alitalia staff, stakeholders, investors, Etihad Airways officials, who were joined by Italian Prime Minister Matteo Renzi.

The airline also announced product upgrades across all classes of service on its international wide-body fleet with the aim of repositioning itself on the world stage as a leader in superior service and a powerful ambassador for Italy.

The new developments mark a major milestone for Italy’s national airline, as it revitalises its business across all areas of its global operations.

The development comes as Etihad Airways acquired 49 per cent shareholding for €560 million in Alitalia — Società Aerea Italiana with effect from January 1, 2015. The UAE’s national airlines also injected €598 million capital into the loss making company.

The Italian national flag carrier has completely redesigned its business class, premium economy class and new economy class, where from furnishing to curtains and seats and menu all give a new look to give a new experience to discerning travellers.

“The new livery marks a major milestone in the history of one of the most iconic Italian brands in the world,” said Luca Cordero di Montezemolo, Chairman of Alitalia.

“We have also unveiled the results of the outstanding work to create more comfortable interiors and to introduce a strong, innovative service culture.

“Alitalia’s livery is universally associated with Italy and viewed as iconic and highly-recognised. However, it was clear that it needed to evolve to bring Alitalia into the 21st century in a way that could meet our ambitious objectives and the most demanding market expectations.

“What you see here today is classic Italian style projected into the future with a modern, fresh feel. It is about reconnecting Alitalia with Italy, and promoting Italy in the world.  Our entire company is dedicated to working together to make this happen.”

After 46 years, the green band will disappear from the fuselage for the first time. At the core of the new livery is a larger tricolour ‘A’ tailfin, which serves as a powerful representation of the Italian flag across the world. A more modern typeface and non-Italic style conveys the confidence and assertiveness of the new Alitalia.

A warm ivory fuselage adds an element of Italian style and elegance to the scheme, and a sense of speed is created by a refined series of bands progressively leading towards the rear of the aircraft.

The vibrant and contemporary new branding will also feature in the cabin décor of Alitalia’s modern fleet of Airbus, Boeing and Embraer aircraft, allowing for fresher, more stylish, and uniquely Italian interiors which now feature the type of fine detailing and design associated with luxury sports cars.

The new inflight experience places considerable emphasis on greater customer choice, innovation, quality, and importantly, more personal control over how guests relax, dine and are entertained on board. Starting from today, Wi-fi connectivity will progressively be made available on all long-haul aircraft, together with revamped movie galleries and inflight entertainment.

Silvano Cassano, Alitalia Chief Executive Officer, said: “Just as our new livery simplifies, clarifies and improves our Alitalia logo, so our new service concept simplifies, clarifies and improves our customer offer. It is about putting our guests right at the heart of what we do. 

James Hogan, Vice Chairman of Alitalia and President and Chief Executive Officer of Etihad Airways, said: “The old Alitalia was a great brand but a challenged business. Now we are well on the way to seeing the rebirth of this iconic airline, in a new era of commercial success.

“The steps taken by Alitalia’s senior management team over the last five months are to be applauded. What we see here today is a business growing in confidence. The future is bright for the new Alitalia.”

The A330-200 aircraft will operate its first flight from Rome to Abu Dhabi on June 5 (today) and return back to Milan.

The announcement follows a highly successful first five months of partnership with minority shareholder Etihad Airways, which has already seen over 70,000 guests shared between the airlines on their growing codeshare operations. — haseeb@khaleejtimes.com