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New Delhi, Jan 23, 2014: Alitalia has revealed a new strategy for the new Alitalia in order to re-invent the airline. It will introduce new routes, new product and service standards, a new cost management strategy and new branding.

The new Alitalia commenced operations on 1 January 2015, following the completion of equity investments by Etihad Airways and Alitalia’s existing shareholders.

James Hogan, President and CEO, Etihad Aviation Group and Vice Chairman of Alitalia, said Alitalia’s future will rely on major change throughout the organisation. “We’ve invested in the new Alitalia because we believe it can flourish again. It will only succeed if there is 100 per cent support from everyone. The coming months and next few years will not be easy, but if everyone pulls together as one team, Alitalia can grow again.”

Hogan said that Alitalia’s major investors had set a clear deadline for the airline to deliver profitability by 2017.

Key elements of the new business strategy include improved network, increased partnerships with Skyteam members, fleet efficiency, better guest services and new branding. It will launch a new brand and visual identity covering aircraft, uniforms and all other customer touch-points. While the name will remain unchanged, the new branding will seek to capture and embody the essence of Italy.TBN

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