Alitalia has introduced a new brand, new aircraft livery and new visual identity. The airline also announced product upgrades across all classes of service on its international widebody fleet with the aim of repositioning itself as a leader in superior service and a powerful ambassador for Italy.
“The new livery presented today 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.”
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.
The new branding will also feature in the cabin décor of Alitalia’s modern fleet of Airbus, Boeing and Embraer aircraft. 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.
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.”
He added: “The business is now entering a new era. Our current investment in training is unprecedented in the history of Alitalia, involving thousands of Alitalia people, to ensure they have the tools to deliver the highest standards in the industry.”
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 5 June and return back to Milan.