Based on the theory that nothing says partnership quite like matching outfits, Etihad and Alitalia have revealed a joint livery to celebrate their partnership in promoting EXPO Milan 2015.
In a surprise announcement, Alitalia and Etihad debuted two matching multicoloured A330-200 planes which feature elements of both carriers’ liveries and the EXPO Milan 2015 branding.
The colours of the vibrant multi-layered rainbow logo of EXPO Milan 2015 imbue the new Etihad graphic pattern, and the EXPO’s logo is prominent on the fuselage, along with both airlines logos, on both aircraft.
Two distinct tails use the iconography of each airline, and incorporate a more colourful version of the new Etihad livery pattern. The traditional red triangle centre of the Alitalia aircraft tail is surrounded by the new Etihad graphic pattern, in EXPO 2015 colours.
On the Etihad Aircraft, the Golden Falcon, Emblem of the UAE, painted in white, is superimposed on the new Etihad livery graphics, also in EXPO Milan 2015 rainbow hues.
An estimated 20 million visitors are expected to attend Expo 2015 in Milan, from 1 May 2015 to 31 October 2015. More than a third of those visitors will travel to the northern Italian city by air.
The airlines held joint simultaneous events at Malpensa Airport in Milan and at Abu Dhabi Airport to unveil the matching liveries, to audiences gathered in both locations and, once again, online around the world.
Both colourful aircraft will fly between Rome and Abu Dhabi, and will carry the Expo 2015 “feeding the planet, energy for life” message of the EXPO worldwide.
James Hogan, President and Chief Executive Officer of Etihad Airways, said of the new limited-edition look:
“I am delighted to launch the Expo 2015 collaboration with Alitalia in Milan and in Abu Dhabi. From today, these two aircraft, in this eye-catching livery, will spread the important global message of Expo 2015 to people on six continents. The co-sponsorship of Expo 2015 is evidence of the growing partnership between Alitalia and Etihad Airways and will play in a key role in bringing the targeted eight million visitors from around the world to Milan. I believe Expo 2015 will once again demonstrate the power of travel and tourism to drive growth and stimulate job creation and economic development in Italy.”
Flight frequencies between Abu Dhabi and Milan Malpensa will increase for EXPO 2015, when Alitalia begins daily flights. These flights will connect with Etihad Airways’ network in the Middle East, the Indian sub-continent, Southeast Asia, and Africa. Combining their respective online and code-share services, Alitalia and Etihad Airways will connect Milan with 560 destinations across the globe.
The new Alitalia service will complement Etihad Airways’ daily passenger flights. Regular freight flights between Milan and Abu Dhabi will contribute to the two airlines’ commitment to develop Malpensa as a global air cargo hub.
“We are very pleased to continue the joint Expo 2015 campaign with Etihad Airways and unveil these Expo 2015 livery aircraft which will be seen at airports in North America, South America, Asia and Africa – all key markets for Alitalia,” said Gabriele Del Torchio, Chief Executive Officer of Alitalia. “The Expo 2015 logo expresses a set of values and a vision shared also by Alitalia: the pursuit of excellence, style and elegance typical of the ‘Made in Italy’ brand, the renowned cuisine, fashion, design and art that are an essential part of our country. We are very proud that Alitalia and Etihad Airways have been jointly chosen as the Official Global Airline Carriers. Today, I want to repeat even louder that this choice reaffirms Alitalia’s important and strategic role as an infrastructural asset in Italy’s development and its commitment to travel and tourism.”
Beyond matching outfits, Alitalia and Etihad Airways have set up a number of joint business initiatives, including: all-inclusive packages and special fares targeted at families, seniors, business travellers and young people for Expo 2015.
To further cement their unified services and image, the two airlines will start an integrated marketing and communication plan. This will include harmonised onboard and ground announcements for their flights, joint offers to loyalty program members, complimentary print and digital campaigns, and joint social media activities.
Alitalia and Etihad Airways will have a joint pavilion throughout Expo 2015, with an interactive social hub to enable all people to enjoy activities in Milan—whether they are in the city or around the world.
Giuseppe Sala, Commissioner of the Government of Italy for Expo Milano 2015 and CEO of the Expo 2015 Company, expressed his approval of the joint efforts of the partner airlines.
“We are proud to see these two Airbus A330-200s with the World Expo logo on it,” he said, “emphasising the unique and extraordinary event that we are organising. We set an important goal for eight million people to come from abroad and visit Expo 2015. Thanks to these aircraft, and the other initiatives that will be put in place in the coming months, we are sure we will achieve this goal.”
Featured Image, the new Alitalia aircraft dons its EXPO 2015 livery in partnership with Etihad Airways/Etihad