Italy’s new national airline will officially now be called “ITA Airways.” At a press conference today, the Chief Executive of ITA Airways, Fabio Lazzerini presented the new brand livery and name for the airline. The announcement comes just one day after the purchase of the Alitalia brand by ITA for €90 million, a move that prevents it from being used or purchased by another company.

The airline will now publicly be known as ITA Airways while its website domain will be changed to ita-airways.com. In addition to a new corporate identity, ITA Airways has also unveiled a new livery for the carrier’s fleet. The airline’s new fleet of Airbus aircraft will be repainted with a light blue colour, recalling the colours of the Italian national sports teams and alongside the Italian flag painted on the entire end of the tail.

The now extinct Millemiglia air miles program will also be replaced by ITA Airways’ new loyalty programme called “Volare.” Passengers will also be able to transfer miles from Alitalia to the new programme which will have four categories called Smart, Plus, Premium and Executive.

Furthermore, the Italian carrier will also be focusing more on intercontinental flights because they are seen to be more profitable for the airline. The salaries of the approximately 2,500 employees at ITA Airways will also be lower than those at Alitalia and any increase in pay will all depend on the profits that the new company will be able to make.

The Executive Chairman of ITA Airways, Alfredo Altavilla also stressed the importance of collaboration with Italian companies. “We were born as the new Italian national airline, but we are a company that belongs to the Italian Ministry of Economy and therefore to Italian taxpayers. We have decided to choose to work only with Italian companies. All the vehicles and cars we will use for service will only be cars produced in Italy.”

But if everything does change and there is a clear sign of discontinuity between Alitalia and ITA Airways as requested by the European Union, why buy the Alitalia brand for €90 million? The Chief Executive of ITA Airways, Fabio Lazzerini justified the acquisition by stating that the Alitalia brand was an asset that had to be preserved.

Chairman of ITA AIrways, Alfredo Altavilla added that the Alitalia brand was bought for marketing reasons and would also allow ITA Airways more time to develop its brand at a gradual pace without the need for excessive spending to develop a recognisable brand.

Finally, after months of negotiations between the Italian Government and the European Commission, the cessation of Alitalia as an airline has been concluded. Now it is up to ITA Airways to demonstrate that the decision to develop a new publicly-funded airline was the right one.

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Source: https://aeronewsx.com/ita-to-be-called-ita-airways-after-purchasing-alitalia-brand/