Ita Airways marks a new chapter in the history of Italian air transport. With a new blue livery, 52 aircraft in the fleet, an initial network of 44 destinations and 59 routes, the first intercontinental flight, Rome Fiumicino - New York, is scheduled for 4 November. By 2025 the airline will have 74 destinations and 89 routes while the fleet, once fully operational, will consist of 105 aircraft, of which 23 are wide bodies and 82 narrow bodies: a modern and environment-friendly fleet that will reduce CO2 emissions by 750,000 tons over the period of the 2021-2025 industrial plan.
Three objectives. Profitability, sustainability and connectivity
This plan hinges on three main objectives said ITA Airway’s CEO Fabio Maria Lazzerini. “Profitability, which in itself represents a major discontinuity with respect to the past of the old company, economic, environmental and social sustainability, and connectivity. Italy was under-served on intercontinental routes even before Covid, so a realignment of the balance between medium and long range is necessary. Having a national airline for a country with a strong tourist vocation like Italy is not a possibility but an obligation.”
Passenger loyalty and the new Volare programme
Volare, the new ITA Airways loyalty programme gives customers "maximum simplicity and flexibility both in accumulating and spending points." There will be four levels, smart, plus, premium and executive, and thanks to commercial partnerships it will offer customers a wide range of services and products. Registration for the programme is already available on the website www.ita-airways.com, and on the company's App.
The new livery by Landor & Fitch
The new Ita Airways livery is blue - a symbol of unity and cohesion and also the colour of the Italian national team - with the gold, white and red logo of ITA Airways on the tail. The brand and visual identity by Landor & Fitch have a strong link to the past, as it was Walter Landor who designed the flag carrier’s brand in the 1960s using those same colours that are now flying high once again on the new flag carrier.
