They have dominated the food and fashion industries for a long time, this year they dominated sports, and now they are aiming for the sky.
Italy’s new national airline, ITA Airways, was established on Friday and promised to make its flag carrier proud again after the traditional Italian airline Alitalia went bankrupt and ceased operations a day ago.
The executives announced plans for the new network, aircraft, staffing and uniforms at a press conference broadcast live in Rome.
The first thing to know: everything will be fine Centopercento Italian.
ITA Airways’ new aircraft will be in sky blue, and employees will wear uniforms designed by top Italian designers.
The interiors and airport lounges will be decorated by high-end Italian companies, and even the cars and minibuses used to move around the venue will be Italian.
“We were born as a new Italian brand, and we chose to only work with Italian companies,” said Alfredo Altavilla, president of ITA Airlines.
Sports victory over the top
Sky blue uniform with green, red and white Tricolor The Italian flag stripes on the tail and engine are a tribute to the Italian national sports team Azzurri, who wore sky blue (“azzurro”) stripes during the game.
Of course, the Azzurri’s performance this year was very good. The football team won the European Union championship and won 40 medals at the Tokyo Summer Olympics. Italian Matteo Berrettini finished runner-up in the Wimbledon final.
According to Altavilla, this is the positive energy ITA hopes to bring to the sky after the failure of Alitalia.
“Today is the first day of unwritten history,” he said.
“The new brand and new coating of our aircraft are a symbol of this change and the beginning of a new adventure.”
In response question on employee uniforms, Chief Marketing Officer Giovanni Perosino said that although nothing has been announced yet, the airline is designing them with “a very important Italian brand”. The possibility of negotiating.
“We want to provide our customers with an Italian experience, and when you think about contemporary Italy, it is rich and complex,” he said.
“So our dream is to cooperate with companies in various fields, from food to aircraft styling, from uniforms to lounge furniture. Our vision is to use globally important Italian brands. This is our wish, but we’re already in and The big brands are in talks.”
At the same time, they will continue to use Alitalia’s uniforms and uniforms, although they expect the aircraft will begin to be repainted in the first few months. He said that part of the decision was to save money.
Alitalia is gone
ITA Airlines President Alfredo Altavilla (Alfredo Altavilla) at the airline’s inauguration ceremony.
The news that the company will retain its original name ITA Airways surprised many people who think it wants to retain the Alitalia brand. In a document submitted to the U.S. Department of Transportation, which required permission to fly there, it admitted that it planned to acquire the brand name of Alitalia.
The night before the establishment of the airline, it announced that it had acquired the name Alitalia for 90 million euros (104 million U.S. dollars), which led many people to speculate that the new airline would essentially be an old airline.
However, Frankavira said that naming the airline brand as Alitalia has never had any problems.
“In my opinion, it has always been an ITA airline,” he said.
“But we have always been very clear that not only do we want to buy the Alitalia brand, but we need to do so. Especially for marketing reasons-the Italian brand cannot belong to anyone other than the national flag carrier.”
More efficient fleet
Before the pandemic, Alitalia had been in debt for many years, but Francavilla said that the future of ITA was bright, saying that the airline was “right-sized” in terms of fleet, staffing and routes.
Its plan is to operate a new Airbus fleet that is more efficient and less harmful to the environment.
The first batch of new jets will enter the fleet in early 2022, and by the end of 2025, 70% of the fleet will be a new generation of aircraft.
It plans to start with 52 and increase to 105 by 2025.
But Frankavira said the biggest difference is the service on board.
“In your first flight, I hope you can find a smile,” he said. This doesn’t always come from the troubled employees of Alitalia, but ITA has found a new way to motivate employees: a part of each employee’s salary is not only related 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 one of the major alliances-although Francavilla will not be favored by one, he said that all proposals have been taken seriously.
There is no longer a “battery chicken farm”
After years of financial difficulties, Alitalia went bankrupt on October 14.
Alberto Pizzoli/AFP/Getty Images
Starting an airline in a pandemic is no easy task, especially in the tragic history. ITA released an advertisement for the Italian public, telling them that things that ended badly—whether in love, sports or aviation—should not stop people from trying again.
Frankavira said that although the airline will enter an airspace that is already crowded with low-cost airlines, he is not worried about competition. “We run different businesses. I drive people, and they drive battery chicken farms,” he said.
He hinted that he would fight subsidies paid by local authorities to attract low-cost airlines to their airports.
“What I want to say is that I want a level playing field-I don’t want to start the game three minutes after the others.”
This is good news for Americans who are looking for a sweet life in the sky. ITA is focusing on the North American market. Emiliana Limosano, who is in charge of business, said that she decided to take off as soon as possible after the pandemic. The flight from Rome to New York will start on November 4.
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