Rome: Italy’s national airline carrier, Alitalia, unveiled its new rebranding design during a presentation held in Rome on Thursday. The major rebranding of the airlines sees changes to aircraft exterior design, as well as a major revamp of the interior look, and an array of new services.
Alitalia’s major rebranding comes as part of a strategic partnership with Etihad Airways, with the UAE-national based carrier holding a 49 per cent investment stake in Alitalia. As part of the alliance between both carriers, routes between Italy and Abu Dhabi will strengthened, with new destinations around Italy being opened as well.
Luca Cordero di Montezemolo, Chairman of Alitalia, speaking at the unveiling said, “It is a very important day. Today you are getting to see a beautiful aircraft, an example of a magnificent evolution, looking after the details, and taking into consideration the historic Alitalia brand. You will see how elegant and incredibly full of quality our brand is.”
Di Montezemolo spoke on some of the new aspects that will come as part of the rebranding, such as new designs and services to maximise customer satisfaction.
“I am very pleased with the work done on the aircraft, it enhances our brand and allows us to compete with the most important brands in the world. The new brand is both elegant and functional. The participation and involvement of all services on board will be very important, we will have the best furniture, design, and food.”
The partnership with Etihad Airways was also mentioned as a key factor in Alitalia’s rebranding and future plans, with Etihad Airways playing a critical role in allowing Alitalia to enhance its product and market. “The Etihad network allows you to reach all parts of the world through the Abu Dhabi hub, we are connected to Seoul, Shanghai. Next year the major centers of Italy will be connected to Abu Dhabi, and this involves a lot of business and investments. Our agreement with Etihad is very important, the UAE is an exceptional country.”
As part of the partnership, staff from Alitalia are also sent to Abu Dhabi where they are enrolled in Etihad training programmes.
James Hogan, CEO of Etihad Airways and Vice-Chairman of Alitalia was also present during the unveiling of the new aircraft design, and spoke of how Alitalia’s rebranding was part of a road map that will take place over the course of several years with key agreements in place on how to move forward.
“From day one Alitalia has had huge potential, but there was a lack of direction, fundamental change had to take place. When we reviewed our investment [in Alitalia] we undertook major research in the brand, and saw we had a unique opportunity to rebrand the airline.”
“Our 49 per cent stake gives us the ability to recalibrate the network, to revitalise the customer focus, and to give the staff on-board the tools to do the job. What was important to us was for the existing debt to pass, and that no politics would exist. There would be no influence from government in trying to determine the commercial interests.” He added.
The partnership between both airlines has allowed for a major market share for both airlines according to Hogan, “we have come together as a partnership, over 620 destinations, 720 aircraft, and 116 million passengers.”
Silvano Cassano, CEO of Alitalia, detailed the new changes as part of the rebranding, which includes WIFI connectivity on all aircraft and changes to all three-cabin sections. “We said we have an ambition, which is to be profitable in the next two to three years. As part of our new brand, there will be WIFI connectivity, a library of over 150 movies and television series on-board. The 120 aircraft will all have the same standards and connectivity, all three classes have been upgraded. In business class lying flat beds will be available, as well as a dine anytime service, so clients can choose when to dine.”
The airliners premium economy and economy classes have also been upgraded with new cabin designs, as well as more food and beverage options.
The complete rebranding will be completed by 2017 according to Cassano, with all wide-body aircraft complete by 2016, and narrow-bodied planes by 2017. The first rebranded A330 will begin operations from June 5th on the Rome-Abu Dhabi route before returning to Milan.
