Three ITA Airways aircraft get the “Inspired by Alitalia” brand proudly displayed.
A Rome-Haneda flight is the first to carry the Alitalia brand
As announced last September, and after an initial launch on a few strategic touchpoints - the carrier's app and website - ITA Airways has chosen to bring the brand back to the air on a latest-generation Airbus A350 that made its debut on 15 February on the Rome Fiumicino-Tokyo Haneda route. During the summer of 2025 “Inspired by Alitalia” will also be displayed on two other aircraft, an Airbus A321neo, used on medium-haul routes, and an Airbus A220-100, used mainly for short-haul flights.
Associating the Alitalia brand with the ITA Airways logo
“The Alitalia brand,- reads a note from the airline, -an important asset owned by ITA that pays homage to the history of aviation and the country with its pioneering excellence in air transport, is thus enhanced through a concrete and ambitious project that aims to associate the Alitalia brand with the identifying ITA Airways logo, thus strengthening it with its values of excellence in air transport, which are unanimously recognized around the world.”
ITA’s CEO says they are aiming for a relaunch
ITA Airways acquired the Alitalia brand for €90 million in October 2021 - just before the new company took off - but the investment, particularly valuable at an international level due to its brand identity and Italian heritage, remained on the shelf. Until 2024 when it was decided to re-evaluate it, with Lufthansa - which on 17 January acquired a 41% stake in ITA Airways - deciding its fate. ITA's CEO Joerg Eberhart explained that the brand “has a high value and potential, but before relaunching it we would like to reach breakeven in order to relaunch it in a much better way.”
