Alitalia debuted its new-look livery and revealed details of its new cabin products and services today.
The carrier, in which Etihad Airways has a 49 per cent stake, unveiled the design at an event at Rome Fiumicino airport, in front of an audience including Italian Prime Minister Matteo Renzi.
The livery isn't entirely disimilar to the previous design, the most noticeable difference being a bolder tailfin, while the green band is absent from the fuselage for the first time.
The A330-200 featuring the new look will operate its first flight from Rome to Abu Dhabi tomorrow, before returning to Milan.
Alitalia also announced new cabin products and services across its Airbus, Boeing and Embraer aircraft, including Poltrona Frau leather business class seats and Frette bedding, Richard Ginori tableware and Ferragamo amenity kits.
The key Etihad "Dine Anytime" service is now also available to Alitalia business passengers, who can also avail of a new Spuntino snacks menu.
A turndown service will be offered on all A330 and B777 flights featuring Alitalia's lie-flat business seats, while a bedtime drink will be available, as will pre-arranged wake-up and breakfast times.
Premium economy passengers will receive a welcome aperitif, hot towel, increased meal and drinks choices, fine bone china tableware and Frette blankets and pillows.
Economy passengers have a wider choice of Italian and international meal options, Caffè service on long-haul flights and Frette fleece blankets.
Wifi connectivity and a revamped in-flight entertainment system will progressively be rolled out on all long-haul aircraft.
Italian Prime Minister Matteo Renzi speaks at the launch event
Alitalia chairman Luca Cordero di Montezemolo said: "The new livery presented today marks a major milestone in the history of one of the most iconic Italian brands in the world.
"We have also unveiled the results of the outstanding work to create more comfortable interiors and to introduce a strong, innovative service culture.
"Alitalia's livery is universally associated with Italy and viewed as iconic and highly-recognised. However, it was clear that it needed to evolve to bring Alitalia into the 21st century."
Earlier this year, Alitalia and Etihad unveiled a strategic plan to bring the former back into profit by 2017 (see news, January 20).
The three-year plan is focusing on debt and cost reduction and productivity improvements this year. Next year, it is hoped Alitalia will break even before returning to profit in 2017.
Etihad CEO James Hogan said today: "The old Alitalia was a great brand but a challenged business. Now we are well on the way to seeing the rebirth of this iconic airline, in a new era of commercial success.
"The steps taken by Alitalia's senior management team over the last five months are to be applauded. What we see here today is a business growing in confidence. The future is bright for the new Alitalia."