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Alitalia unveils its new brand, new livery and new visual identity

  • Published by Ozgur Tore

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Alitalia unveiled its new brand, new aircraft livery and new visual identity to its employees, to the worldwide media, and to 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 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.

Luca Cordero di Montezemolo, Chairman of Alitalia said, “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.”

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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.

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.

Starting from today, Wi-fi connectivity will progressively be made available on all long-haul aircraft, together with revamped movie galleries and inflight entertainment.

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. In addition to the revenue boost from new direct and codeshare routes, Alitalia will also benefit from widespread non-revenue synergies which will be worth more than US$ 15 million in 2015. These synergies will be complemented by investment in shared technology solutions and ongoing sharing of ‘best practice’ between both airlines.

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