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[WATCH] Air Malta rebranding tagged at €1.9 million

National airline launches new logo, livery as part of restructuring exercise

Jurgen Balzan
31 July 2012, 12:00am
Lawrence Gonzi and Tonio Fenech are shown the new livery design of the Air Malta aircraft CEO Peter Davies and chairman Louis Farrugia.


 

Air Malta's rebranding has cost €1.9 million, chief executive Peter Davies said this morning at a business breakfast marking the airline's newly-launched logo and livery.

The event, dubbed 'Flying the Pride of Malta', saw Air Malta relaunch the airline's brand in a bid to propel the company to financial sustainability.

The new rebranding exercise comes a week after Air Malta chairman Louis Farrugia announced losses at Air Malta of €30 million.

Addressing the event, Farrugia described the event as a "milestone" and said it is just the beginning of a long-term plan to reposition the airline's identity and make it "100% Maltese."

Earlier this year, Air Malta revealed that it had engaged the services of FutureBrand to rebrand the company, with controversy ensuring over the lack of a public tendering call.

Davies said the money invested in the rebranding would be recouped within two years.

Consultants FutureBrand were paid €400,000 while painting the aircraft and producing the new merchandise will cost €1.5 million. The first five planes will be ready with their new colours by November, the rest by March 2013.


 

 

 

 

 

 

 

 

 

 

The 'Air Malta' logo will now be featured simply as 'malta' - highlighting the country prominently on the aircraft.

Davies said the airline's rebranding was included within the restructuring plan that was approved by the European Commission.

However, he said that any new routes by the airline were restricted in part by the restructuring plan's conditions, when asked by

The 'Air Malta' logo on the aircraft will now be featured simply as 'malta' - highlighting the country prominently on the aircraft.

Davies said the airline's rebranding was included within the restructuring plan that was approved by the European Commission.

However, he said that any new routes by the airline were restricted in part by the restructuring plan's conditions, when asked by MaltaToday whether Air Malta will be adding new routes to serve as a regional hub to other nearby destinations.

"We have restrictions due to the EU restructuring plan in expanding our route network inside the European Union. We cannot expand on any new routes until the airline becomes profitable, but we are free to open new routes outside the EU.

"Russia is one of the new markets we are looking at. We cannot stand still, and the airline is always looking at expanding its reach."

FutureBrand is part of the MCCann World Group, a multinational marketing company, having offices in over 25 countries worldwide.

ALPA, the pilots' association, said last week it would boycott the Air Malta rebranding event.

The pilots' association said it felt feels that such expenses are highly inappropriate and these funds could have been put to better and more productive use. Given this scenario ALPA instructed all its members not to participate in this event."

Asked to give his reaction, Davies said he preferred to talk about the body of pilots as a whole rather than ALPA because the majority of pilots were enthusiastic about this change.

The Air Malta CEO stressed the importance of motivating employees for the change the airline is going through. "This is a momentous day in terms of moving the company forward. It is vital for all employees to be ready to adopt to these changes."

Davies explained that financial results for the first quarter of the current financial year will soon be published and added that Air Malta is on track to achieve its target of reducing losses to €15 million.

As part of its restructuring programme, which was given the green light by the European Commission, Air Malta plans to break even by 2014 and return to a state of profitability by 2015.

Davies said that in June 2011 Air Malta spent €1.25 for every €1 it earned but this has since dropped to €1.14. The airline aims at further gains by reaching  €1.07 by the end of the current financial year and bring it down to 95c by 2015.

Prime Minister Lawrence Gonzi, who unveiled an Airbus model displaying Air Malta's new colours and brand identity, said the event "reflects the individual and collective pride which is deeply rooted in our desire to succeed and move forward."

He added that Air Malta plays a vital part in ensuring the country's accessibility and said "this rebranding exercise reinforces the role and meaning Air Malta has."

Finance minister Tonio Fenech stressed the importance of the airline to Malta and said it plays a central role in the country's development.

"Malta needs Air Malta to be on its feet to continue generating economic growth and jobs."

Fenech added that the rebranding exercise reflects the culture, heritage and hospitality of Malta.

 

Jurgen Balzan joined MaltaToday in 2011, specialising in politics, foreig...
david paul pace
So if the first aircraft will be done end of November and the rest in March why do the launch in July?? Was this a photo op for Laurel and Harry ???? The event was also billed as the re branding of the company but nothing was said about the airline positioning or of any changes in the operation. Not even the video shows anything slightly linking to the brand. Could it be that Laurel and Harry want another gig closer to E day??
joe xerri
Kif ikollhom il wicc imorru quddiem il camera icapcpu gonzi u toninu wara id-dizastru li gabu lill din il- kumpanija huma u shabhom!!! Inkredibbli!!!
anton portelli
I see some of the employees that survived the cut are pitching in for the new change, which is fine since they still have a job with Air Malta,but for how long? and sure our dear prime minister knows how to motivate the workers,more sacrifices and more blood sucking.!
Christian Thorn
MALTA not Air Malta? Fitting after PN INCOMPETENT administrations jet let out the AIR of AIR MALTA with their incompetencies, the RJs, AZURE Air that not only let out the Air from Air Malta but practically grounded it
m borg
I am surprised that RCC was not invited upon the podium seeing he "did so much for airmalta" (in bring it down)and the other great board director V. Tabone would added spice to that pretty bunch of incompetents in the picture.
m borg
Mr Davies is really making a fool of Tonio and gonzi with those colours might as well rebrand AirMalta as Carnival Airways. "'Flying the Pride of Malta'" Pride of Malta my foot our planes would surely stand out at airports but will only instill the thought that they might be some third world country Airline. We need a French type of revolution with all the trimmings asap.
m borg
Mr Davies is really making a fool of Tonio and gonzi with those colours might as well rebrand AirMalta as Carnival Airways. "'Flying the Pride of Malta'" Pride of Malta my foot our planes would surely stand out at airports but will only instill the thought that they might be some third world country Airline. We need a French type of revolution with all the trimmings asap.
m borg
Mr Davies is really making a fool of Tonio and gonzi with those colours might as well rebrand AirMalta as Carnival Airways. "'Flying the Pride of Malta'" Pride of Malta my foot our planes would surely stand out at airports but will only instill the thought that they might be some third world country Airline. We need a French type of revolution with all the trimmings asap.
anton portelli
During the launch of the new Air Malta rebranding, which costs nearly €2m, Prime Minister Lawrence Gonzi in his brief speech this morning said that he is aware of Air Malta's employees' sacrifices and does not exclude that there will be further sacrifices to be made.Working conditions and details will be sent by letter to worker^s homes like the pre-election letter full of false promises!
Tony Fenech
Nice , nice , pretty nice, and who's getting the dosh and who is at a loss? Four men standing , three of them Maltese clapping, the other is showing us the rebranding of AirMalta's logo, and still at a loss of €30million this year with a man at the helm: CEO Mr.Davies, yet the other three still clap, of course, between them they earn a €1 million, give or take, who's at a loss? Answer obviously the Maltese tax payer. The foreigner is showing us that he is taking us for a ride and yet they clap. What a show off of a Government without positive results. Why do we employ a cuc Malti , for what? RCC would have gone haywire if he knew that a Maltese Government employee had income and perks more than he had. So the answer is a foreigner plus adding his disciples, cherry on the cake. Simple adding up all this waste of financial burden to nowhere, how can we ever have a lift off? Yes there might be a way. The solution is, yes, the answer is: When we get rid of the four men on the first picture shown above on this blog.
lupus
Ghac-cerimonji l-ewwel jiehdu. First thing that Labour should do is kick these foreigners OUT!
Anthony Galea
The important thing is that somne not "cuc" Malti has found ways how to squander more money. For the "cwiec Maltin" make sure you do not ask for a penny more! Long live the Klikka
Norman Buckle
I am a frequent flyer with Ryanair and I do not like the colours of the planes and I do not like the uniforms so much. However, the flights are always full and always on time. The prices are 20% of the Airmalta prices. This year Ryanair made a profit of hundreds of millions and Airmalta has made a loss of 30 million. I wonder who is on the right track. Q.E.D. Luckily there is no "cuc" Malti in all this.
eddy privitera
JEKK FHIMT SEWWA, SE JIBDLU L-ISEM, U FLOK 'AIR MALTA' SE JIDHER BISS ' MALTA' ! CARA, IRIDU JIBDLU L-ISEM LI KIEN TA' GVERN LABURISTA ! KULL MA KIEN GHAMEL GVERN LABURISTA IRIDU JKOMPLU JEQIRDUH !
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