Italy reveals its new national airline

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(Granthshala) – They’ve dominated the food and fashion worlds for a long time, dominated sports this year, and now they’re aiming for the skies.

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Italy’s new national airline, ITA Airways, launched on Friday with a promise to be proud of its national flag carrier Italy’s legacy airline, Alitalia, went bankrupt and ceased operations a day earlier.

Executives unveiled plans for the new network, avionics, staffing and livery at a press conference livestreamed from Rome.


First thing to know: everything will happen Santoparsanto Italiano.

The new aircraft of ITA Airways will be sky blue in colour, with employees in uniforms of top Italian designers.

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The interiors and airport lounges will be designed by high-end Italian firms, and even cars and minibuses will be used to roam the grounds.

“We are born as a new Italian brand, and we have chosen to work only with Italian companies,” said Alfredo Altavila, president of ITA Airways.

Ride High on Game Wins

sky-blue dress, complete with green, red and white tricolor The stripes of the Italian flag on the tail and engines are a tribute to the Azzurri, the national sports teams of Italy, who wear sky blue (“azurro”) strips during competitions.

Of course, Azzurri has done well this year, with the football team winning the UEFA European Championship and 40 medals at the Tokyo Summer Olympics. Italian Matteo Berrettini was the runner-up in the Wimbledon tennis final.

According to Altavila, that is the positive energy that ITA wants to bring to the skies after the failure of Alitalia.

“Today is the first day in history that is yet to be written,” he said.

“The new branding and new livery of our planes mark that change, the beginning of a new adventure.”

In response to Granthshala’s question about staff uniforms, Chief Marketing Officer Giovanni Persino said that although nothing has been announced yet, the airline was concerned about the possibility of designing them with “a very important Italian brand”. negotiating.

“We want to give our customers an Italian experience, and when you think of contemporary Italy, it is rich and complex,” he said.

“So our dream is to partner with companies across a wide range of disciplines, from dining to aircraft styling, from uniforms to lounge furniture. Our vision is to use globally important Italian brands. It is our desire, but we ‘ Already talking with big brands.”

In the meantime, they will continue to use Alitalia’s uniform and livery, although they expect to begin repainting the planes within the first few months. The decision is partly to save money, he said.

Alitalia is no more

ITA Airways President Alfredo Altavilla at the launch of the airline.

Handout/ITA Airways

The news that the company would retain its original name of ITA Airways had led many to assume that it would like to continue with the Alitalia brand. In documents filed to request permission to fly there to the US Department of Transportation, it acknowledged plans to acquire the Alitalia brand name.

And the night before the airline launch, it was announced that it had bought the Alitalia name for €90 million ($104 million), leading many to speculate that the new airline would essentially be outdated.

However, Frankvilla said there was no question of branding the airline as Alitalia.

“In my mind it has always been ITA Airways,” he said.

“But we weren’t always so clear that we wanted to buy the Alitalia brand, but we needed it. Not least for marketing reasons – the Italian brand cannot belong to anyone other than the national flag bearer.”

a more efficient fleet

Alitalia had been in debt for years before the pandemic, but Francavilla said the future is bright for ITA, calling the airline “the right size” in terms of both fleet, staffing and routing.

It plans to operate a fleet of new Airbuses, which are both more efficient and less harmful to the environment.

The first new jets will enter the fleet in early 2022, and by the end of 2025, it says 70% of the fleet will be new-generation aircraft.

Its plan is to start from 52 and increase to 105 by 2025.

encourage a smile

But Francavilla said the biggest difference is bound to be the onboard service.

“On your first flight, I hope you find a smile,” he said. This wasn’t always given to Alitalia’s distressed employees, but ITA has found a new way to strengthen workers: a portion of each employee’s salary will be linked not only to company profits, but also to customer satisfaction. .

“It aligns the interests of employees with those of customers,” he said.

ITA already has a loyalty program, Volare, and it plans to join a major coalition – although Francavilla would not be drawn to which one was backed, stating that all proposals was being evaluated.

No more ‘Battery Chicken Farm’

Alitalia turned back on 14 October after years of financial hardship.

Alitalia turned back on 14 October after years of financial hardship.

Alberto Pizzoli / AFP / Getty Images

Starting an airline in a pandemic is no trivial feat, especially one with the sad history that has gone before it. ITA has unveiled an advertisement for the Italian public, telling them that things ending badly – whether in love, sports or aviation – should not deter people from trying again.

Francavilla says that although the airline is entering an airspace already filled with low-cost carriers, it was not concerned about competition. “We’re running separate businesses. I fly people up and they blow up battery chicken farms,” ​​he said.

He indicated he would fight subsidies paid by regional authorities to lure low-cost carriers to his airports.

“All I’m saying is that I want an even playing field – I don’t want to run a race that starts three minutes after the others.”

And that’s good news for Americans who are looking for some Dolce Vita in the skies – ITA is focusing on the North American market, said Emiliana Limosano, in charge of the commercial side, deciding it’s going to be the fastest of the pandemic. removing it. Rome to New York flights will start on November 4.


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