Alitalia gets more than just a facelift

It’s all coming up Alitalia, who today have launched a new brand, new livery, and new visual identity.

The fresh new developments were unveiled at a major launch event at Rome’s Fiumicino Airport for more than 1500 Alitalia staff, who were joined by special guest of honour, 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 proud 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,” Alitalia’s chairman Luca Cordero di Montezemolo said.

“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 tricolour ‘A’ tailfin, while a more modern typeface and non-Italic style hopes to convey the confidence of the new Alitalia.

A warm ivory fuselage adds an element of Italian style to the scheme, as well as a refined series of bands progressively leading towards the rear of the aircraft.

The new branding will also feature in the cabin décor of Alitalia’s modern fleet of Airbus, Boeing and Embraer aircraft, taking leading Italian brands 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 and 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.

Alitalia’s chief executive officer Silvano Cassano said the new branding is about getting back to basics, and putting guests first.

“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.”

“The result is a service concept which incorporates global best practice but which does so with a uniquely ‘Alitalian’ flavour.”

According to Cassano, the key driver of success for the new Alitalia would be the company’s loyal and experienced employees.

“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.”

Etihad Airways’ ceo and vice chairman of Alitalia James Hogan added that while old is good, it’s not always better.

“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,” Hogan said.

“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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