Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

The dust that’s settled over Italy’s national carrier, Alitalia, is soon to be shaken off after the airline announced a new business strategy, backed by Etihad Airways, that’s set to revitalise this once loved brand.


Italy has always had so much allure, style and richness as a nation. Yet, its flagship airline Alitalia, has gone from scandal to scandal, with leadership changes, looming bankruptcy, and several changes to its shareholder structure in the past decade. As a result, customers saw the quality of service decline, directly impacting sales at a time where competition was rife in the sector, with airlines such as Emirates and Qatar Airways developing new services.

Through this new business strategy, it’s clear that Alitalia needs to differentiate itself from the competition and its biggest asset might just be its Italianess - la dolce vita and all those wonderful, whole-hearted Italian values. Just think back to the days of drinking a perfectly mixed Negroni, and the smell of fresh Italian bread being distributed in the aisles of the plane. It goes without saying that the brand experience needs to be at the heart of this transformation.

To bring this to life, the changes to the business will need to follow a ‘three-hub’ strategy, a customer centric brand experience approach, new livery and an increase in transatlantic and Asian flights. The connection with Abu Dhabi will also play a vital role in the airline’s renaissance. However, ‘rebranding’ might be just the word that will revive Alitalia along with creating a better brand experience for consumers, ensuring it delivers the Italianess to other parts of the world. Alitalia could quite easily bring brand Italy to Asia, and to the Middle East.

As a parallel, Peroni was previously a mainstream Italian beer brand, which was repositioned after extensive research. As part of the brand refresh, Brand Union created and coordinated a look and feel across the Peroni range that is authentic, Italian and timeless. The packaging maintained its heritage feel, but subtly introduced cleaner, modern lines. Peroni became an embodiment of Italy, curating special events around Italian culture, such as the Peroni House in London.

In a similar way, Alitalia should be rebuilding its brand, taking into consideration the wealth of Italy’s heritage, culture, and contemporary design through redefining what it stands for and what it wishes to bring to a savvy traveling generation at every single touchpoint.

National carrier brands, whether they intend to or not, represent a country. Quite simply put, they act as an ambassador for the country, and arguably, unlike a beer brand, the notion of being a country representative is something that’s naturally attached to an airline. Futhermore, it’s the airline’s job to leverage this association rather than work on creating it. With Peroni, the association was something that had to be created in an international market.

Having said that, leveraging this association is not so easy. Not only do we have to take into account design and branding, but also in the customer experience as well as political, religious, social and cultural factors.

However, it’s not impossible. South African Airways is a perfect example of how an airline can rebrand successfully by placing the county’s culture and heritage at the centre of the campaign. The new brand positioning was about bringing the world to Africa and Africa to the world. The rebrand managed to get consumers to reassess their view of Africa as the ‘lost continent’ to a far more relevant and alluring travel destination. It was vital for South African Airways to be seen as an African brand rather than just an extension of the tourism board. Every touchpoint of the customer journey was carefully looked at and tailored to deliver an authentic and vibrant experience of African culture.

Matching up the experience of the Italian carrier with its overarching strategy will be key here for Alitalia’s future success.

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