Alitalia introduces a new brand, new aircraft livery and new visual identity. Unveiled at a major launch event at Rome’s Fiumicino Airport for more than 1,500 Alitalia staff, the Italian Prime Minister Matteo Renzi, Silvano Cassano, Alitalia Chief Executive Officer and James Hogan, Vice Chairman of Alitalia and President and Chief Executive Officer of Etihad Airways were also present to witness the new look.
A new livery A330-200 aircraft, named Artemisia Gentileschi, a 17th century Italian artist, was showcased. A classic Italian style projected into the future with a modern, fresh feel reconnects Alitalia with Italy and promotes Italy to the world.
The green brand will disappear from the fuselage for the first time after 46 years. 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. The fuselage is now warm ivory exuding Italian style and elegance. A sense of speed is created by a refined series of bands progressively leading towards the rear of the aircraft.
The cabin of Alitalia’s fleet of Airbus, Boeing and Embraer aircraft will now have a fresher, more stylish and uniquely Italian look with fine detailing and design you get in luxury sports cars. Wi-Fi, LiveTV and enhanced inflight entertainment will be introduced on all long haul fleet.
A new ‘Dine, Relax, Sleep’ concept giving guests greater choice and control as well as new designs for onboard materials and redesigned Ulisse inflight magazine are some of the changes you would notice. Fresh and seasonal Italian ingredients and fine wines will be served on board.
Business Class
Business Class seats will feature Poltrona Frau leather, Frette bedding, Richard Ginori tableware and Ferragamo amenity kits – all being Italian brands. Business Class guests will get to dine anytime with personalised and discrete delivery. A new Spuntino menu will offer a delicious snack selection
New Premium Economy
The new Premium Economy will be built around a new upgraded concept of comfort and connectivity with new cabin interiors and seat design. The sleep kit in Premium Economy will feature blanket and pillow from Frett. More food and drink options served on contemporary crockery. A selection of digestives will be offered after the main meal service as well as Italian Espresso coffee and herbal teas. Mid flight refreshments will include snacks, warm pizza and gelato.
The Italian airline is progressively introducing Wi-Fi connectivity on all its long-haul aircraft, together with revamped movie galleries and inflight entertainment.
This aircraft will operate its first flight from Rome to Abu Dhabi on 5 June and return back to Milan.
Etihad Airways and Alitalia has been in a partnership with Alitalia holding minority shares of Etihad Airways for the past five months. Over 70,000 guests between the airlines have flown on their growing codeshare operations.
It is set to recapture the transatlantic routes and will not be renewing its partnership with Air France/KLM when it is up for renewal in January 2017. The partnership with Etihad has allowed it to remove boundaries and restrictions of the past and the airline hopes to be back in operational profit in two to three years time.
As for destinations, North and South America continues to be a priority as it renews the existing partnership with fellow SkyTeam member Delta Airlines. It is looking at destinations including San Francisco, Mexico City, Santiago and Chile but currently requires approvals from authorities which is a difficult and long drawn process.
Photo credit: Alitalia
