Alitalia has introduced new branding, a new aircraft livery and a new visual identity.
The new branding and livery – which retains Alitalia’s famous stylized ‘A’ logo, rendered in the colors of the Italian national flag, on the aircraft’s tail – were unveiled at an indoor launch event in a hangar at Rome’s Leonardo Da Vinci International Airport for more than 1,500 Alitalia staff.
Italian Prime Minister Matteo Renzi attended and spoke at the event.
Alitalia also announced product upgrades across all classes of service on its international widebody fleet.
“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,” added Cordero di Montezemolo.
After 46 years, the characteristic green band will disappear from Alitalia’s aircraft fuselages. At the core of the new livery is a larger tricolor ‘A’ logo on the aircraft’s tailfin, which serves as a representation of the Italian flag.
The airline’s name is displayed on the aircraft’s forward fuselage, in a more modern typeface and non-Italic style. The fusleage has been given a warm ivory color and a series of “speed” bands slanting across the rear fuselage progressively leads towards the rear of the aircraft.
Alitalia’s new branding will also feature in the cabin décor of its fleet of Airbus, Boeing and Embraer aircraft, providing Italian-design interiors fetauring the type of detailing and design associated with luxury sports cars.
Leading Italian brands will be well-represented on board, including a new Poltrona Frau leather design on Business Class seats, Frette bedding, Richard Ginori tableware and Ferragamo amenity kits.
According to Alitalia minority shareholder Etihad Airways, the Italian airline’s new in-flight service product will place considerable emphasis on greater customer choice, innovation, quality and more personal control over how passengers relax, dine and are entertained on board.
Starting on June 4, Wi-fi connectivity will progressively be made available on all of Alitalia’s long-haul aircraft, together with revamped movie galleries and in-flight entertainment.
The Airbus A330-200 showcased in the new Alitalia livery on June 4 has been named ‘Artemisia Gentileschi’, after a 17th century Italian artist regarded as one of the most progressive and talented artists of her generation, and an embodiment of courage and human dignity.
In the new livery, the A330-200 will operate its first commercial flight from Rome to Abu Dhabi on June 5 and return back to Milan Malpensa Airport.
Alitalia’s re-branding announcement follows its first five months of partnership with new minority shareholder Etihad Airways, which itself unveiled a new livery and branding in September 2014.
The new partnership has already seen more than 70,000 passengers shared between the two airlines on their growing codeshare operations.
According to Etihad Airways, in addition to Alitalia’s revenue boost from new direct and codeshare routes, the Italian airline will also see widespread non-revenue synergies with its new Abu Dhabi-based shareholder and that these will be worth more than US$15 million in 2015.
These synergies will be complemented by investment in shared technology and ongoing sharing of ‘best practice’ between both airlines, according to Etihad Airways.
“The old Alitalia was a great brand but a challenged business,” said James Hogan, vice chairman of Alitalia and president and CEO of Etihad Airways. “Now we are well on the way to seeing the rebirth of this iconic airline, in a new era of commercial success.”