ITA, or Italy Air Transport, officially launched after the bankrupt Alitalia landed its final flights Thursday night, ending a 74-year business history that has been marred in recent years by a series of financial crises.
Fabio Lazzerini, left, CEO of new national carrier ITA, poses with President Alfredo Altavilla during the presentation in Rome, Friday, Oct. 15, 2021. Italy’s new national carrier ITA made its inaugural flight Friday and unveiled its new name and logo, recycling the red-white-and-green brand of its Alitalia origins but trying to chart a new future.
ITA paid 90 million euros for the rights to the Alitalia brand and website, but the new airline is called ITA Airways and it has its own website and a new frequent flier program, called “Volare” . “ITA Airways is being born right-sized, in the optimal dimensions both in terms of the size of its fleet and its destinations," he said. “We don’t carry with us the negative inheritance of being too big that conflict with the economic reality.
For now, the new blue Airbus aircraft exists only in advertisements, with Alitalia’s old white fleet actually in the skies.
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