Can a Focus on 'Sexy' Save Alitalia From Itself?
Skift Take
Etihad is aggressively moving the pieces of its chessboard around Europe. But Alitalia is no versatile queen for the center of the board. At most, it’s a bishop.
While admitting he’s been asked not to refer to Alitalia this way, James Hogan, President and CEO of Etihad Aviation Group and Vice Chairman of Alitalia, called the airline the “sexiest brand in aviation” when unveiling a new strategic plan for the Italian carrier.
Also presenting details on the planned recovery for one of the most unprofitable brands in aviation, were Luca di Montezemolo, Chairman of Alitalia, and Silvano Cassano, Chief Executive Officer of Alitalia. Some strategies were vague, the goal of returning Alitalia to profitability by 2017 was concrete. The core message was that major changes in Alitalia, and in Italy, would be required. Listening past the lingo, this strategy consists of more than giving Alitalia its ’sexy’ back through stylish rebranding.
Hogan referred to
