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Home  >  Travel  >  I Will Survive: Alitalia Brand Will Live On
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I Will Survive: Alitalia Brand Will Live On

Matthew Klint Posted onOctober 13, 2021October 13, 2021 9 Comments

Sorpresa! The Alitalia brand is not going anywhere…at least right now. ITA frames it as a “temporary” move but I continue to predict that Italy’s newest flag carrier will trade under the Alitalia brand.

Alitalia Lives To See Another Day: ITA Will Use Alitalia Branding

Italia Trasporti Aereo (ITA) was launched in October 2020, though it will only actually take over for Alitalia on October 15th. On October 14th, the final Alitalia flight will operate. On October 15th, the first ITA flight will operate from Rome (FCO) to Milan (LIN) onboard an Airbus A319. ITA will use an Alitalia-branded plane. Flight attendants will wear Alitalia-branded uniforms. Signs at airports will all bear the name Alitalia.

So what’s changing? New management. Potentially new employees. No debt. And if that sounds like a familiar tune, it is…Alitalia has tried this trick before.

Even a year ago I essentially assumed that the Alitalia brand would live on. While the news is cast as a temporary measure so ITA does not have to rebrand airport signs and aircraft livery, the Alitalia brand is so ingrained in Italy and around the world that I would not expect it to go away…ever.

Consider ITA the new Alitalia. Somehow, it finds a way to live on.

Meanwhile, former Alitalia employees are striking in central Rome and Milan, causing traffic and metro disruptions. Their future is uncertain: will ITA hire old pilots and flight attendants from Alitalia? We don’t have an answer yet.

Widespread strikes across Italy include protests against Italy’s “green pass” (vaccinations or negative tests are required to enter restaurants and bars) as well as proposed changes to labor laws and pension systems by the government.

 CONCLUSION

Whenever I think of Alitalia, I cannot help but think of Gloria Gaynor’s 1978 hit, I Will Survive. Close your eyes and listen to it, with Alitalia in mind:

At first I was afraid, I was petrified
Kept thinking I could never live without you by my side
But then I spent so many nights thinking how you did me wrong
And I grew strong
And I learned how to get along
And so you’re back
From outer space
I just walked in to find you here with that sad look upon your face
I should have changed that stupid lock, I should have made you leave your key
If I’d known for just one second you’d be back to bother me

Go on now, go, walk out the door
Just turn around now
‘Cause you’re not welcome anymore
Weren’t you the one who tried to hurt me with goodbye?
You think I’d crumble?
You think I’d lay down and die?

Oh no, not I, I will survive
Oh, as long as I know how to love, I know I’ll stay alive
I’ve got all my life to live
And I’ve got all my love to give and I’ll survive
I will survive, hey, hey

Alitalia will survive.

(H/T: View From The Wing // image: Alitalia)

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About Author

Matthew Klint

Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let's Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.

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9 Comments

  1. Ryan Reply
    October 13, 2021 at 10:47 am

    What possible sense would it make to do away with the brand? Leaving aside the issues facing the company, the brand is iconic and represents Italy well. Don’t change what ain’t broke.

    Personally, I have no issue with state-run airlines and wish EU rules allowed Italy to fund as such without the pretense of being a for-profit entity.

  2. Stuart Reply
    October 13, 2021 at 11:58 am

    Alitalia is like Keith Richards.

  3. joseph f cammarata Reply
    October 13, 2021 at 2:38 pm

    I worked for AZ ALITALIA both in Detroit and New York City from 09 July 1976 until 30 April 1988 during the true glory days of the company. After Pan Am’s blue and white globe logo, Alitalia’s iconic green red and white A logo was the next most recognizeable airline brand logo in the world.
    NO other airline captains, pilots could land a Boeing 747 jumbo jet like an Alitalia ”commandante” could AND NO other airline could dress their female flight attendants with such elegant class and style.
    You arrived in Italy as soon as you stepped on board an Alitalia aircraft.
    Forza Italia, Viva Alitalia always

  4. Santastico Reply
    October 13, 2021 at 6:23 pm

    Alitalia is the representation of Italy. That cannot go away. You have Ferrari, Gucci, Prada, Nutella, … and Alitalia. It makes no sense to erase the brand.

  5. Josrph Cal9gero Reply
    October 14, 2021 at 1:24 pm

    Alitalia snf its new brand are corrupyrd companies . Alitalia customer service was terrible. Agents never returned a phone call and the compsny was higly unprofesdional. Even though when banruptrd snd had a problem refunding 2,000 dollars , reservation 72387885. I nrver ever choose sm ita8an company to do anything simply because they sre below wualoty stsndards. I prayed for years for the compzny to bsnkrupt. The cursr of Italy…i am italian.

  6. Jozerp Cal9gero Reply
    October 14, 2021 at 1:28 pm

    Italy is a 3rd world conutry in moder western emisphere. The counyry is highly corrupted and in disarray. Alitalia was a 70s decadent italian belle epoque running at brlow wuality standards and guzxling taxpsyers money in order to stay afloat. Stay away from ITA the ew s Italian airline orn from alitalia ashes full of the same corrupted inepts of alitalia.

    • Santastico Reply
      October 15, 2021 at 3:05 pm

      And you live where? In your basement? Italy a 3rd world country? You probably need to leave your basement and go check one of the most amazing countries in the world.

  7. Noor Mobashir Sami Reply
    October 15, 2021 at 4:13 am

    A sky without an Alitalia livery? Horrendous! Impossible to imagine! And is not gonna happen!

  8. Kenneth Reply
    October 15, 2021 at 10:28 am

    Ahhh….Gloria Gaynor. She was a First Class passenger on a Northwest flight I worked from New York to Tokyo back in the 1990s. Ensconced on the 747’s upper deck, she changed into a colorful caftan after boarding and proceeded to drink Drambuie on the rocks, from take-off ’til landing – 14 hours later! After she finished the big bottle catered for First, I had to resort to scrounging mini bottles of the liqueur from Economy bar carts downstairs. Ms. Gaynor drank every drop of Drambuie on the plane, but never acted drunk and was friendly and chatty throughout the flight. She was on her way to Japan for a number of concerts and as she disembarked I wished her luck. With a mock sigh she whispered to me “I WILL survive!” Gloria Gaynor; one of my most memorable passengers.

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