If you thought you had seen the last of the Alitalia with ITA Airways starting its operations, think again. The legacy household name of Italian civil aviation is making a (partial) comeback on the global stage. It won’t be anything major but still it is a return to its origins for the Italian flag carrier. Here’s how, when and why it will all be happening.
ITA Airways Reboots (partially) the Historical Alitalia Brand
The announcement came as part of the company’s H1 financial performance reporting press release. I must admit it kind of surprised me and took me aback hearing that the Alitalia brand would see daylight once again. Didn’t really expect it that soon.
The Alitalia logo will be once again used by the italian flag carrier in its logo and communication materials in coming months. Just to be clear this is in no way a rebranding nor will planes start suddenly wearing the old flag carrier’s colors. Simply the old brand name and logo will be used for communication and marketing porposes by the new Italian flag carrier. Specifically in some instances the ITA Airways logo will be accompanied by “inspired by Alitalia” wording and the old flag carrier’s logo.
ITA Airways purchased the old Alitalia brand name and logo in 2021 soon after starting up operations. However, the new flag carrier was not allowed to use such brand or identity as the European commission imposed there must have been discontinuity with the former company. The company’s management clarified they will continue to develop its own ITA Airways brand identity. Alitalia will only enrich the new company’s brand and in no way replace it.
This will all happen in the closing months of 2024 and moving into 2025. So don’t be surprised it booking on ITA’s site you happen to spot the old Alitalia logo.
Why is ITA Airways Reviving the Old Alitalia Brand?
It seems little more than a marketing action for now. Bringing back to the light of day the old very well know, in Italy and abroad, Alitalia brand can help grow ITA Airways’ brand recognition. I’m pretty sure that many more people would be able recognise Alitalia’s logo than ITA’s. Therefore the aim, might be to leverage on a brand that despite an absence of 2 years is still extremely well recognisable.
Also, bringing back the Alitalia brand allows to play with retro promotional stunts. Just to name a few that pop into my mind: limited edition onboard products that could also be sold in duty-free, also you can get quite creative with retro liveries. It allows the airline, and particularly its marketing team, to get creative with its communication and promotion.
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