A familiar name will return to the skies next year, but only as an add-on to a new one.
ITA Airways, the current Italian flag carrier says it will adopt the slogan “ITA Airways—Inspired by Alitalia,” to mark its “role as an extraordinary ambassador of Made in Italy around the world. The move comes more or less at the same time as Lufthansa is acquiring 41% of ITA and assuming operating control.
ITA was created as a replacement for the long-running and long-losing Alitalia, which ran out of money after Italy hit the EU limit on government support for it. ITA hired much of Alitalia’s staff, took on some of its planes, and, in the bankruptcy sale of assets, paid €90 million for Alitalia’s trademarks.
