ITA Airlines: All in regards to the new Italian airline


(CNN) — They have got lengthy ruled the meals and style worlds, this yr they have got ruled sports activities, and now they are aiming for the skies.

Italy’s new nationwide airline, ITA Airlines, introduced on Friday with a promise to deliver pleasure again to its nationwide flag provider, after Alitalia, Italy’s legacy airline, went bankrupt and ceased operations an afternoon previous.

Executives unveiled plans for the brand new community, airplanes, staffing and livery at a press convention livestreamed from Rome.

The very first thing to grasp: the entirety can be centopercento italiano.

The brand new ITA Airlines planes can be coloured sky-blue, with workforce dressed in uniforms via best Italian designers.

Interiors and airport lounges can be dressed via high-class Italian corporations, or even the automobiles and minibuses used to transport across the grounds can be Italian.

“Now we have been born as a brand new Italian emblem, and we now have selected to paintings simplest with Italian firms,” mentioned Alfredo Altavilla, president of ITA Airlines.

Using excessive on wearing triumph

The sky-blue livery, whole with inexperienced, crimson and white tricolore stripes of the Italian flag at the tail and at the engines, is a homage to the Azzurri, Italy’s nationwide sports activities groups, who put on sky blue (“azzurro”) strips throughout competitions.

The Azzurri have, in fact, accomplished phenomenally neatly this yr, with the football group profitable the UEFA Ecu championships and 40 medals on the Tokyo Summer time Olympics. Italian Matteo Berrettini was once the runner up within the Wimbledon tennis ultimate.

That, consistent with Altavilla, is the sure power ITA desires to deliver to the skies after the failure of Alitalia.

“These days is the primary day of a historical past that has but to be written,” he mentioned.

“The brand new branding and the brand new livery of our planes are a logo of that modify, of the beginning of a brand new journey.”

According to CNN’s query about workforce uniforms, Leader Advertising Officer Giovanni Perosino mentioned that despite the fact that not anything has been introduced but, the airline is in talks with “a vital Italian emblem” about the opportunity of designing them.

“We wish to give our purchasers an Italian revel in, and while you recall to mind fresh Italy, it is wealthy and complicated,” he mentioned.

“So our dream is to spouse with firms from quite a lot of disciplines, from the meals to the styling of the plane, to the uniforms to the furnishings within the lounges. Our imaginative and prescient is to make use of globally essential Italian manufacturers. It is our want, however we are already speaking with large manufacturers.”

Within the interim, they’ll stay the usage of the Alitalia uniforms and livery, despite the fact that they be expecting the planes to start out being repainted inside the first few months. The verdict is in part to economize, he mentioned.

Alitalia not more

Alfredo Altavilla, president of ITA Airways, at the airline launch.

Alfredo Altavilla, president of ITA Airlines, on the airline release.

Handout/ITA Airlines

The scoop that the corporate would stay its unique identify of ITA Airlines stunned many that assumed it will wish to stay the Alitalia emblem going. In paperwork filed to the United States Division of Shipping to request permission to fly there, it admitted plans to procure the Alitalia emblem identify.

And the night time ahead of the airline release, it was once introduced that it had purchased the Alitalia identify for €90 million ($104 million), main many to take a position that the brand new airline would, necessarily, be the outdated one.

On the other hand, Altavilla mentioned there had by no means been any query of branding the airline as Alitalia.

“In my head it is at all times been ITA Airlines,” he mentioned.

“However we had been at all times very transparent no longer simply that we would have liked to shop for the Alitalia emblem, however that we had to. Now not least for advertising and marketing causes — the Italian emblem could not belong to any individual else apart from the nationwide flag provider.”

A extra environment friendly fleet

Alitalia was once drowning in debt for years ahead of the pandemic, however Altavilla mentioned that the long run is vibrant for ITA, calling the airline “right-sized” each in the case of fleet, staffing and routing.

It is plan is to function a fleet of recent Airbuses, which might be each extra environment friendly and not more harmful to the surroundings.

The primary new jets will input the fleet in early 2022, and via overdue 2025, it says that 70% of the fleet can be new-generation plane.

It plans to begin with 52, and building up to 105 via 2025.

Incentivizing smiles

However Altavilla mentioned the most important distinction is ready to be the carrier onboard.

“For your first flight, I am hoping you’ll be able to discover a smile,” he mentioned. That wasn’t at all times a given from Alitalia’s beleaguered workforce, however ITA has discovered a singular method to invigorate staff: each and every unmarried worker may have part of their wage connected no longer simplest to the corporate income, but in addition to buyer pleasure.

“It aligns the pursuits of the workforce with the purchasers,” he mentioned.

ITA already has a loyalty program, Volare, and it plans to enroll in one of the vital main alliances — even though Altavilla would no longer be drawn on which one was once appreciated, announcing all provides had been being valued.

Not more ‘battery hen farms’

Alitalia folded on October 14 after years of financial woes.

Alitalia folded on October 14 after years of economic woes.

Alberto Pizzoli/AFP/Getty Photographs

Beginning an airline in a virus isn’t any imply feat, particularly with the sorrowful historical past that has long gone ahead of it. ITA has unveiled an advert for the Italian public, telling them that issues finishing badly — whether or not in love, recreation or aviation — mustn’t prevent other folks from making an attempt once more.

Altavilla says despite the fact that the airline can be coming into an airspace already crowded with low cost carriers, he wasn’t anxious about pageant. “We’re working other companies. I fly other folks and so they fly battery hen farms,” he mentioned.

He signaled that he could be combating the subsidies paid via regional government to tempt lowcost carriers to their airports.

“All I am announcing is that I need a degree taking part in box — I do not wish to run a race beginning 3 mins after the others.”

And it is excellent information for American citizens searching for some dolce vita within the skies — ITA is that specialize in the north American marketplace, mentioned Emiliana Limosano, in control of the industrial aspect, having made up our minds it’s starting off quickest post-pandemic. Rome to New York flights get started November 4.

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