Alitalia debuts new branding, livery
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Italian flag carrier Alitalia has debuted its new branding and aircraft livery.
“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.
“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.”
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.
Wi-Fi connectivity will progressively be made available on all long-haul aircraft, together with revamped movie galleries and inflight entertainment.
Silvano Cassano, Alitalia CEO, 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.
“We have developed this new concept in a way which delivers and showcases the best of Italian style and hospitality, while also taking inspiration from the centres of excellence around the Etihad Partners network.
“The result is a service concept which incorporates global best practice but which does so with a uniquely ‘Alitalian’ flavour.”
The rebrand comes five months after Abu Dhabi’s Etihad took a minority stake in the struggling Italian airline.
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