ITA Airways promises to bring Italy’s pride

Published on : Tuesday, October 26, 2021

Italy’s new national airline, ITA Airways, launched this month with a promise to bring pride back to its national flag carrier, after Alitalia, Italy’s legacy airline, went bankrupt and ceased operations a day earlier.

The airline executives unveiled plans for the new network, airplanes, staffing and livery at a press conference livestreamed from Rome.

The first thing to know: everything will be centopercento italiano. The new ITA Airways planes will be coloured sky-blue, with staff wearing uniforms by top Italian designers.

Interiors and airport lounges will be dressed by high-class Italian firms, and even the cars and minibuses used to move around the grounds will be Italian.

Alfredo Altavilla, president of ITA Airways said that they have been born as a new Italian brand, and we have chosen to work only with Italian companies.

The sky-blue livery, complete with green, red and white tricolore stripes of the Italian flag on the tail and on the engines, is a homage to the Azzurri, Italy’s national sports teams, who wear sky blue (“azzurro”) strips during competitions.

The Azzurri have, of course, done phenomenally well this year, with the soccer team winning the UEFA European championships and 40 medals at the Tokyo Summer Olympics. Italian Matteo Berrettini was the runner up in the Wimbledon tennis final.

That, according to Altavilla, is the positive energy ITA Airline wants to bring to the skies after the failure of Alitalia.

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