Alitalia Debuts New Brand, Livery
Photo courtesy of Alitalia
Struggling Alitalia Airlines, now backed financially by minority stakeholder Etihad Airways, introduced its new brand, new aircraft livery and new visual identity Thursday to employees, media, and key business and institutional stakeholders.
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.
“The new livery presented today marks a major milestone in the history of one of the most iconic Italian brands in the world,” Luca Cordero di Montezemolo, Chairman of Alitalia, said in a statement. “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.”
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 tricolor "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.
The new livery Airbus A330 showcased at the event and in the photo has been named "Artemisia Gentileschi" after a 17th century Italian artist. She is regarded as one of the most progressive and talented artists of her generation, and the embodiment of courage and human dignity.
Leading Italian brands will be largely represented on board, starting from the new Poltrona Frau leather design on Business Class seats, Frette bedding, Richard Ginori tableware and Ferragamo amenity kits.
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.
Wi-Fi connectivity will progressively be made available on all long-haul aircraft, together with revamped movie galleries and inflight entertainment.
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.”
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