Update 2: Air Malta's rebranding to cost €1.9 million
The total cost of Air Malta's rebranding will be €1.9 million, the airline's CEO Peter Davies said this morning.
Speaking during a business breakfast during which the airline launched its new logo and livery, he said he considered this to be an investment and not a cost. This figure includes painting of the new livery on the aircraft.
Mr Davies said the restructuring plan was on the way to be realised with costs being cut further in the first quarter of the current financial year.
The Airline Pilots' Association last Saturday urged its members to boycott the celebratory events surrounding the exercise saying the rebranding process with all its substantial costs was never mentioned in the Steering Committee
Asked about the pilots' reaction to the exercise, Mr Davies said he preferred to talk about ALPA rather than the body of pilots as a whole because there was a difference between the two.
Financially, he said, Air Malta was making headway and the majority of pilots were enthusiastic about this change.
"We hope to eventually win all their hearts and minds."
But in a statement issued in the afternoon, ALPA said that the "body of pilots" and ALPA were one and the same and this was confirmed in a secret vote last June when 94 per cent of pilots gave ALPA executive committee the mandate to take any action it deemed fit.
ALPA said all pilots wanted to see change. However, they also wanted to be consulted to help the company return to profitability as soon as possible.
Mr Davies explained that the rebranding expense had been included in the restructuring plan and it was required to motivate employees for the change the airline is going through.
Mr Davies said that first quarter results for the current financial year will soon be out but the airline was on track in achieving its target of reducing losses to €15 million.
"We are actually slightly ahead of budget," he said.
He said that when workers were first given details about the restructuring exercise in June last year, they were told that every €1 Air Malta earned cost it €1.25.
By the end of the financial year that closed in March, that cost had dropped to €1.14 and it was expected to go down further to €1.07 by the end of the current financial year.
The company expected to break even in 2014 and turn a profit in the following years, he said.
He did not want to comment about the controversy surrounding the purchase of the RJ Avroliners in the mid-90s which led to the company losing millions of euros.
Chairman Louis Farrugia described this day as a milestone but cautioned that the task ahead was still very tough.
"We must not underestimate the challenges ahead but I am optimistic."
Asked why the word 'Air' had been removed from the logo on the aircraft, Mr Farrugia said this allowed the word 'Malta' to be displayed much larger on the aircraft. This tied in with the philosophy that Air Malta was a destination aircraft. The company's name, however, was still Air Malta.
The rebranding exercise was conducted FutureBrand of London.
By November, the airline expects to have six aircraft decked with the new livery.
Prime Minister Lawrence Gonzi and Finance Minister Tonio Fenech were present for the launch.
Popular Stories
Old buses, drivers to return
Former Judge Ray Pace found dead
Updated: Minister apologises for...
Three new Nationalist MPs elected –...
Where’s Everybody staff is given notice
Updated - Director of Prisons submits...
Update 4 - Eddie Fenech Adami stable...
Update 3 - Woman trapped as car crashes...
Revealed...the face of a Maltese woman...
In Discussion
Old buses, drivers to return
Updated: Minister apologises for...
Updated - Director of Prisons submits...
Enemalta seeking minimum five year gas...
Protected birds shot and trapped as...
Mario de Marco, Zammit Dimech concede,...
PN postpones salaries as financial...
Updated - PM's offer to Opposition MPs...
No appeals board for first part of power...
154 Comments
Post comment
Please sign in or create your Account to post comments.
Alfred Grech
Aug 4th 2012, 20:25
Money spent in the rebranding process could have been used to cut the price of the fare and it would have been much more attractive to those who'd want to use Air Malta.
Victor Delceppo
Aug 2nd 2012, 08:51
Mr.Davies it's not enough to be OPTIMISIC - WE WANT RESULTS considering your pay WE WANT GOOD/EXCELLENT RESULTS
Tom Crome
Aug 1st 2012, 21:27
Air Malta was definatly in need of a rebrand.
Air Malta needs to appear vibrant, sunny, reliable and friendly. KM's main UK competitor EasyJet do this very well. As long as the new website emphasises the difference in onboard service between the two, then hopefully they can justify the price difference.
...although in my experience the difference is minimal.
Eddy Privitera
Aug 1st 2012, 18:29
The Editorial column of The Times has lambasted the government on the futile expense made on the rebranding of Air Malta. As well as on the money spent on the new parliament which is not really needed !
So it is not just Dr. Muscat and the PL who has criticized GonziPN for squandering millions on unneeded projects.
Alfred Falzon
Aug 1st 2012, 15:31
The newly introduced gaudy livery of Air Malta reminds me of a Carnival float akin to those one usually comes across in the "Carnaval do Bresil"!!
Too much money down the drain when it could have been spent on more down-to-earth projects!
What type of investment is this?!!
It's the substance that counts not the external appearance which, in my opinion is, in this particular case, less to my liking as compared with the former one which was sobre and much more befitting of a national airline representative of my country!
Of course, the funds are not forked out from the pockets of those running the Airline, so why bother?
For some at the top it is time to call it a day and let's put an end to this blatant squandering of public funds!
Alfred A. Falzon
Angelo Vassallo
Aug 1st 2012, 13:23
@ Charles Micallef
Why didn't you ask those questions to the competent authorities then rather than now?
George Galea
Aug 1st 2012, 08:19
In CARNIVAL people tend to wear different costumes representing well know characters but at the end of the day remain what they really are!!!! AIR MALTA!!! The money spent on the costume would have been better saved to make up for the short cut of the lease agreement of an Air Malta plane, we just heard of.
Brendon Borg
Aug 1st 2012, 02:07
Re-branding was needed, but before they should have settled every department. Winning new clients and loosing your existing makes no sense. AM customer care is shameful and unacceptable, not even cheap flight airlines treat customers so bad. Getting in contact with the flypass department is a nightmare, and if you do, you might be told to send an email, then the story ends, it's game over, I've sent a couple of emails in which after months I still haven't received a reply.
Stephen Lock
Jul 31st 2012, 22:15
i personally think its an amazing improvement and long over due, what other airline keeps a livery for 20 years. to all the usual moaners out there how many of you actual fly air malta ??????? its 2012 the 1970's are long gone thank god. well done air malta for keeping up with the times. you truly are THE PRIDE OF THE MALTESE ISLANDS
Eddy Privitera
Aug 1st 2012, 19:02
Stephen: in the 1970s Air Malta employed a lot more people and made PROFITS not LOSSES as it has made under PN governments !
D Fava
Jul 31st 2012, 21:19
I heard a saying once. You can put a tuxedo on a goat, but it's still a goat.
Peter Murray
Jul 31st 2012, 21:00
Putting lipstick on a pig doesn't change the fact that it is still a pig!Who cares what the outside of the plane looks like if the fare structure is far more expensive than Air (and where is the Air?),Malta's competitors.British Airways tried and failed with such a re-branding tactic years ago when they put only BRITISH on their airplanes fuselage -it was quickly, and very costly, returned to British Airways.
Daniel Walker
Jul 31st 2012, 21:50
Actually there is AirMalta.com on the engines and the under carriage of the plane...
I think the banding exercise was carried out well and it is a big improvement, it brings more attention to Malta and as was said in the pree release it is obvious that this is an airline.
I agree with you that Air Malta needs to make changes, especially with costing but it seems that they are on track to lower their costs and their losses. I do think that they should have let the airline fold, as throwing good money after bad is never a good idea, but the money has been allocated and I think that we should all try to be more supportive so 138mil is not pissed away.
David Micallef St John
Jul 31st 2012, 20:38
This is, in my opinion, the best ever branding process on a Maltese brand I have ever seen. If this is the way the new management is approaching quality, then I am certain Airmalta's future is in good hands.
Peter Murray
Jul 31st 2012, 20:54
the future is clear as shown on the airplane -as there is no AIR in Malta
Stephen Lock
Jul 31st 2012, 22:17
@ Peter Murray. It states THE AIRLINE OF THE MALTESE ISLANDS. does QANTAS say its the Australian airline, No but every one knows it is. Does United say America, no but every one knows it is. It doesn't need AIR in it
Charles Vella
Jul 31st 2012, 19:57
Finally! Something which makes sense!
M. Cachia
Jul 31st 2012, 19:13
Local Politicians seem to lack the knowledge of the word Shame!
I could not but notice and with great disbelief our PM unveiling the Pride Of Malta!
I thought that he had already done so a couple of months ago but with Easy Jet. I still have the photo on file, form that occasion!
Better he makes up his mind of who is really the Pride Of Malta!
Ronnie Callus
Jul 31st 2012, 18:18
Hoping that this is not going to end like the Malta Drydocks ended. It seems to be on the same line. True Maltese people open your EYES.
Victor Vella
Jul 31st 2012, 18:09
Air Malta- 30million euros operating loss. 1 million euros for new uniforms. 2million euros to paint the tails of the aircraft. 4 million euros for Davies and Co. Ltd.TTL 7million euros that could have been saved to give better service to avail the passengers and employees alike.If Davies & Co has done something while holidaying in Malta is the design and colours of the aircraft tail as one blogger said-Symbols of a Banana Republic.
Mikael Hellman
Jul 31st 2012, 18:20
But to be honest, we would all do better without it, giving the established airlines an opportunity to increase their services to Malta further.
Economy of scale will never be possible!
Imagine every city with a population +400.000 having their own airline! Right, you can not!!!
Peter Cagney
Jul 31st 2012, 21:12
Sounds like sour grapes for you Victor!
Mikael Hellman
Jul 31st 2012, 18:07
Air Malta is the best airline in the whole world!
GL Calleja
Jul 31st 2012, 19:57
Apparently you haven't done much flying? Step outside the box, Mikael.
Mikael Hellman
Aug 1st 2012, 01:29
Mr Calleja,
I have done lots of flying and I do agree with you. We have the same opinion indeed!
Peter Cagney
Jul 31st 2012, 17:45
WOW that's wonderful!!!
Really like the new change! It project a young, fresh, new airline reflecting Malta.
A flying Malta billboard!
Ronnie Callus
Jul 31st 2012, 17:44
Mr.Davies do you really think that the rebranding is going to boost the number of passengers boarding AirMalta??? or this is being a cosmetic to the airline face. For sure the 1.9 million euros could have been more wisely used. For most this is being seen as another burden in the AirMalta's finance. Money is easily spent BUT not so easily to EARN.
Mark Amaira
Jul 31st 2012, 17:35
Bis-sens ħafna. It-titjib għandu jsir ukoll fil-flotta, għax l-Airmalta jixirqulha ajrupljani tal-livell tal-BA u l-LH, u jekk dan hu pass 'il bogħod u diffiċli, għallinqas il-kumpanija għandha taħsibha darbtejn dwar lil min jingħata l-kuntratt tal-ikel abbord. F'sentejn qbadt l-Airmalta xi 10 darbiet, u kull darba nzerta agħar minn ta' qabilha.
vincent a galea
Jul 31st 2012, 17:11
I do not like the new tail at all!! It reminds me of some banana republic airline !!! It does not give the image of a smart, sophisticated Airline and indeed Country...
I remember Maggie Thatcher, the then UK Prime Minister, covering with her handkercief a model British Airways aircraft, with similar too colourful livery.... It was soon changed !!!!!!!
E Schembri
Jul 31st 2012, 17:02
The entire change was done to cut costs!!. How would spending €1.9 million on a paint job motivate the employees???
It is more of an insult to both the employees and the maltese tax payer who have been constantly asked to make sacrifices in order to save the airline!
As mentioned by many, nobody uses an airline depending on its colours but more on the price rates and inflight services! Get your priorities right and stop insulting the Maltese people!
I Bugeja
Jul 31st 2012, 16:42
The rebranding exercise seems to stir quite some comments. Therefore it is to be noted that its working locally as it is raising awareness.
However while the new image which was selected at the expense of the old and tired one is very fresh... rebranding does not only involve the aircraft but also other imagery such as the uniforms which could have benefited from something more colourful and contemporary.
W Cassar
Jul 31st 2012, 16:37
Re-branding only works if the Airline is really willing to change and give value to the customer, a face lift will get it nowhere unless change is at all levels.
One can only hope.
Dominic Azzopardi
Jul 31st 2012, 16:24
http://www.youtube.com/watch?v=eEyJueppLf0
So what happend to the symbol of our islands ? Are we going to remove part of our symbol implying removing part of our history . That is an 8 pointed cross and not a six or a 5 . That is the symbol of an order of Christian warriors known as the Knights of Malta. The cross is eight-pointed and has the form of four V shaped elements joined together at their tips .
The eight points represents the eight lands of origin of the Knights Hospitaller.
The eight points are said to symbolize the eight points of courage:
Loyalty,Piety Generosity,Bravery,Glory and honour ,Contempt of death,Helpfulness towards the poor and the sick, Respect for the church
Victor Vella
Aug 1st 2012, 11:33
All those values will be drained with the new airline Malta or the past Malta Aviation services. An old suit in a new livery.
Pierre John Agius
Jul 31st 2012, 16:18
Modern, colourful, yet distinctly Maltese. Whoever designed the colours understood Malta very well. Brilliant! Congrats.
GL Calleja
Jul 31st 2012, 16:16
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. Actually the livery does not make much difference to the traveling public, because all they want is a safe flight, a bit more comfort and a decent meal to replace the cardboard meal they serve on the flights. I am not crazy about the new logo or the new name on the aircraft, the new paint job will look like the logos displayed on some of the the Low COST airplanes. The passengers don't care much about the new paint job either, but they do care about cutting back the expensive fares Air Malta charges. Last but not least, Air Malta just barely escaped bankruptcy and Air Malta just received almost 200,000,000 Million euros in bailouts at the expense of the TAX PAYERS. There is a time and a place and this does not seem to be the time or the place. " The restructuring plan is required to motivate employees for the change the airline is going through." Wouldn't the employees have been better motivated if you spent the €1.9 million, in pay raises? After all You and your Merry men have not given up anything to improve the airline? Good luck on your rebranding. Change is good and it is going to take a while to get used to the new look. The question still remains: Is this the right time to be spending that kind of money?
E Schembri
Jul 31st 2012, 17:15
Well said!!
Considering all the sacrifices that have been made by both employees and the Maltese tax payer, this looks like a waste of money, considering that this alone will not boost sales or popularity.
Just another joke from the useless management who are good a presentations and photo-shoots!
brian compton
Jul 31st 2012, 15:48
so let get this right they are spending more money on a failing service if this any normal company they would have gone by now ....... its time to look at the bigger picture next year they prob need bailing out again ..... so please do the right thing close the company this would be the right thing to do ....
HENRY FENECH AZZOPARDI
Jul 31st 2012, 20:59
I am sure you do not realy mean what you are saying. If you do than you do not know what sub companies and work force connected to the aviation company will be effected.
It is too much of a hussle to explain but even at the expence of the economy Air Malta will remain flying.
C. Sammut
Jul 31st 2012, 15:30
For everyone who is lauding this initiative, nice as it may be, how many of you have decided to visit a country because of the nice colours of their airline?
E Schembri
Jul 31st 2012, 15:17
The change Airmalta is going through is to cut costs!
I wonder how repainting the aircraft is going to motivate empolyees as this is a waste of money and contrary to what the managment has been claiming.
I see it as more of an intimidation considering how much money has been pocket out of the Maltese tax payer
Mr J Grech
Jul 31st 2012, 15:12
Well done!!! Now that's a good looking livery! Totally worth the investment, it has given Air Malta a new lovely face!
Ronnie Callus
Jul 31st 2012, 15:03
Mr.Davies, do you believe that the cosmetics ( costly) are going to help AirMalta to stand up. I compare these to someone doing lipstick to his face which does not really change his face. It looks that instead of finding ways to reduce costings we are finding others to load the Airline expenses to the detriment of the workers and us as taxpayers.
John Spiteri
Jul 31st 2012, 15:02
The only comment about it, the eight pointed cross on the tail, is now "six pointed", surely they could have fitted the full elegant symmetrical shape of the world famous Maltese Cross on the tail.
Brian Newbould
Jul 31st 2012, 14:58
Very good! The old livery was good too, for its time, rather like 'BA' a long serving 'classic'. The new one though brings 'Air Malta' into the 21st century; distinctive, bright, fresh, eye-catching, colourful, Mediterranean and much more. How it will stand the test of time? Well only time will tell! As someone else asked; 'who designed it'? Pity next visit to Malta we had to book 'Thomas Cook Airlines' as no 'Air Malta' availability. They are usually our preferred carrier within our 'package'. Mind you 'TCA' also has a rather good livery too? Well done to all for such a 'positive' and bold high-profile design. I shall try and spot one next time at the airport!
Joseph Caruana
Jul 31st 2012, 14:54
A fresh layer of Paint for 1.9M euro, many redundancies, and all will be OK. The rest of us yawn with an empty stomach!
Claudia Galea
Jul 31st 2012, 14:53
Airmalta must be joking. It's not rebranding they need, its restructuring in all spheres of the organisation.
Given Airmalta's dire situation this is shameful. Pity it is from the citizen's pocket.
Jonathan Saliba
Jul 31st 2012, 14:44
"the majority of pilots were enthusiastic about this change. We hope to eventually win all their hearts and minds."
And if the pilots don't change their minds, who cares? Their job is to fly the aircraft not run the company.
Stephen Grech
Jul 31st 2012, 18:29
Pilots job is to fly an aircraft safely all over the globe. To do this one should be mentally focus on the job, knowing that everybody is pulling the rope in one direction , ie to save the company.
When such responsible body sees otherwise, there should be no hiding behind the bush.
However your "who cares" comment seems your low esteem towards the Maltese pilots!!
Joseph Caruana
Jul 31st 2012, 14:43
Most people commenting over here have seem to forgotten that the party that they habour from - had changed its old flame logo into an ice-cream cone. Just saying, cause people tend to forgot nowadays, shameful.
Anthony Arpa
Jul 31st 2012, 14:41
What we was exspecting from our Calouful Newlook Airmalta was to offer us Cheaper Flights and New Destinations ....
Louis Risso
Aug 1st 2012, 08:05
Air Malta was never the company to give cheap flight and other deals. It was never it's structure and these cut cost airlines one day they will go down, monies have to come from somewhere, whether it is cuts in maintanance costs, staff etc........
Geoffrey Chapman
Jul 31st 2012, 14:38
The new logo looks bright and attractive - good choice.
However, we chose Ryanair for our next trip to Malta, their return fares cost £165.00 less than our preferred airline, Air Malta.
Luke Formosa
Jul 31st 2012, 17:54
Wrong comparison. Ryanair is a low-cost airline, which runs on a completely different business model. The flights are cheap, so they make most of their profit through extras like baggage allowance, cost of in flight meals, hotel accomodation and so on.
Air Malta is not a low-cost airline. You can't expect it to compare on price. You pay more but you get many of the extras included in the price (generous luggage allowance, in-flight meals, landing at more central airports instead of ones on the outskirts of town like ryanair) and so on. So for holidays, Ryanair is perfect. For business trips, the Air Malta model is more suitable.
H. Meilak
Jul 31st 2012, 18:45
@Luke Formosa. I'm going toTurin soon and Ryanair will take me to Torino Caselle.....because it doesn't have permission to land at Piazza XVIII Dicembre in front of my hotel. Torino Caselle is one of numerous central airports where Ryanair lands.
Angelo Vassallo
Jul 31st 2012, 14:37
@ Charles Micallef
Here is one answer to all your five so called pertinent questions on Air Malta.
Keep those five questions were you can easily find them, and IF and WHEN "dear leader" joseph muscat becomes pm give them to him so that he can hold an INDEPENDENT enquiry and in Parliament move a motion of no confidence in the ex-minister responsible for Air Malta.
Charles Micallef
Aug 1st 2012, 08:56
Angelo Vassallo,
I will take your advice, but please explain to the bloggers why you did not propose to do the same with the present administration who have ruled Air Malta for 23 yrs out of the 25 yrs they have been in power? The answers should be given "NOW" and "NOT IF AND WHEN" that is unless some HAVE something seriously to hide! like gross negligence or serious mismanagement of a public company / funds!
Geoffrey Chapman
Jul 31st 2012, 14:37
The new logo looks bright and attractive - good choice.
However, we chose Ryanair for our next trip to Malta, their return fares cost £165.00 less than our preferred airline, Air Malta.
James Dewar
Jul 31st 2012, 19:44
Likewise and will probably continue to do so on grounds of cost. Perhaps the 1.9 million euro would have been better spent subsidising airfares and attracting new or retrieving former customers!
Richard Brown
Jul 31st 2012, 14:33
Shame the re-branding did not extend to Air Malta's service out of Catania last night. Pre-assigned seats in row 6 for my family vaporized at Catania airport and we were split apart and separated in rows 17 and 21. It must be something about this flight (which comes in from Munich) as this was now happened on the two occasions, which I have flown from Catania.
Ronnie Callus
Jul 31st 2012, 14:31
Does this rebranding cost going to help the airline to emerge from its difficulties !! or going to add more burden on its finance system. Augur not, but I think that this is not going to help much to make more people board the airoplanes.
Jamie Iain Genovese
Jul 31st 2012, 14:22
Sure looks good though!
Steven Grech
Jul 31st 2012, 14:04
Well done Air Malta. Love the new branding.
Dave Alan Caruana
Jul 31st 2012, 14:03
feeling rich are we ?
what is wrong with the old livery? I quite liked it ..
Michael Owen
Jul 31st 2012, 13:59
I am surprised that, with the amount of times my wife and I have flown with our national carrier, they are not doing better than they are.
However, I am sure with a nice shiney new coat of paint, the planes will create less drag in the air and therefore save huge amounts of fuel.
Said with tongue firmly in cheek.
James Tyrrell
Jul 31st 2012, 13:48
I have never understood the logic behind the idea that painting something a different colour was going to change it from a loser to a winner. No doubt there would be winners such as the people responsible for the design and repainting. Are these people connected in any way to CEO Peter Davies?
H. Galea (NRK)
Aug 1st 2012, 08:55
Am in perfect agreement with you .... what is it ?
D Borg
Jul 31st 2012, 13:40
So Mr. Davies 'explained' that the rebranding expense was required to motivate employees for the change the airline is going through.
The change is apparently to be more cost effective and efficient - and according to Mr. Davies the empolyess require that 2 million euros be spent on cosmetics (with no value added).
this all sound illogicial at best to me, however being labelled a 'cuc Malta' by Tonio Fenech, and not earning half a million like Mr. Davies - I must obviously be wrong.
Nonetheless being the cuc Malti that I am I will not be voting to Mr. Fenech's party who has been dishing perks and increments to himself and his stooges - including those disguised as rebranding, financed from my taxes.
John Borg
Jul 31st 2012, 14:17
Sewwa taghmal. Ivvota lil Joseph u lil Michelle u jkollok gvern li jdahhlek gol-hajt. L-ewwel haga li jrid jaghmel Joseph hu jsib 50 miljun biex itihom liura lil tal VAT fuq il-karozzi.. miljun ewro fil-gimgha dawk siehbi! Imbaghad irid isib balla miljuni ohra ghax se jrahhas id dawl u l-ilma. Minn fejn se jghibhom tghid? minghand xi cwiec maltin li se jhallsu hafna iktar taxxi, ghax ma nahsibx li sab il-lampa ta aladin!
Anthony Scicluna
Jul 31st 2012, 15:21
Better leave marketing to the marketers. Rebranding usually boosts sales and increases returning customers. So stop shooting down everything that people are trying to do
A Micallef
Jul 31st 2012, 13:34
Sorry to say that I like the old better. Personally I think that simple is better.. Just my opinion though.
fred sammut
Jul 31st 2012, 15:16
agree 100%
M Grima
Jul 31st 2012, 13:31
It seems that even Air Malta's CEO, Peter Davies has been hit with the priority virus. Just like GonziPN has been getting his priorities wrong, Mr. Davies is following suit. Would it not have been more logical to spend the €1.9 million rebranding expenses on upgrading the lousy meals which are served on Air Malta's fleet?
Jonathan Saliba
Jul 31st 2012, 14:48
All airlines have lousy meals. You're being served warm food while sitting in a chair several thousand feet in the air while travelling at huge speeds. That's good enough for me.
Claire Busuttil
Jul 31st 2012, 13:27
so actually OUR money from taxes, are going in stupid things!!!,,,,
victor bonello
Jul 31st 2012, 13:17
lol.. i just saw the video clip and noticed the engines are painted RED... is this some sort of connotation that it will take a fresh RED engine to get Malta off the ground??
Mr Joe Micallef
Jul 31st 2012, 13:14
PR exercise??? Ah it's j.brincat - Oh I see
Adrian Gouder
Jul 31st 2012, 13:08
Oh I really really do love the new design and colours. Young, fresh, lively, makes one want to go on holiday. Well done indeed.
Jeffrey Mallia
Jul 31st 2012, 16:40
So you choose your holiday destination according to how the planes are painted ? I wont visit Italy ,UK and Germany no more.....their fleet is soooooo dull !! Hallina Gouder
P Azzopardi
Jul 31st 2012, 13:03
Fantastic re branding.....positive attitude ..... go for it airmalta... !!!
All you guys who criticise everything on this island , who fear and preach doom and gloom.....just watch and enjoy the show....at the end of the day....show must go on !!!!!!!!!
victor bonello
Jul 31st 2012, 16:01
.. I tend to agree with you, it looks lovely, especially the red engines..( see my comment above).. who were the artifices of this job? was it an in house job or was it by tender for private advertising agents? who won the tender? does the 1.9 millon cover the painting of all Air malta aircraft?
Mark Spiteri
Jul 31st 2012, 13:01
Nice and fresh looking well done
C Cassar
Jul 31st 2012, 12:51
Excellent new livery. However, the current website needs to head straight for the bin. It still doesn't have features such as listing existing bookings when you log in. Why do you need to enter a booking reference if you're logged in? Also, no bookings online for using Flypass points, no online checkin (still) at Heathrow, Munich.
A new website is desperately needed. Take a look at Air Baltics's website, a small airline but with a vibrant and feature rich website. There is no excuse not to have something similar for Air Malta/Malta.
cesco di luigi
Jul 31st 2012, 16:42
And may I add..the website is more vital than the colours of the planes
James Dewar
Jul 31st 2012, 12:18
Not impressed! The new branding looks more like an attempt to copy the budget airlines (Easymalta?) and loses the previous quality logo that identified Air Malta as a premium National airline. I am at a loss as to how the "expense" of 1.9 million euro can be described as an "investment". With an investment one would hope to see a direct financial return and increase in turnover. I doubt if this will prove to be the case with this rebranding. It is an expense that Air malta could probably well do without at this stage in their recovery. Presumably somebody's ego has been satisfied but sadly probably not a lot else has been acheived from this expensive exercise!
As a side issue, perhaps a reduction in fares for UK (particularly Scottish) travellers would have generated considerably more business as Air Malta are currently uncompetitive all to the benefit of the budget carriers.
j brincat
Jul 31st 2012, 12:00
A costly PR exercise out of taxpayers' money as part of the election campaign!
Meanwhile, GonziPN's promise in writing to the Air Malta employees a few days before the last election has gone up in smoke.
Any guess about all this silence surrounding the purchase of the famous RJs and the setting up of Azzurra Air which cost Air Malta the fabulous sum of €164 million (source Lino Spiteri in last TOM of last
Sunday)?
(jb)
Manuel Briffa
Jul 31st 2012, 12:51
My, my... always negative...negative...you must lead a horrible life Mr Brincat.
Marco Galea
Jul 31st 2012, 13:26
^^ FAIL!
Charlie Zahra
Jul 31st 2012, 19:15
Mr Manuel , Remember what PN use to say about Air Malta Ghasafar tac-comb are they anymore, I think you are the one who is negative, and thank PL for the creation of Air Malta which PN ruined.
C. Sammut
Jul 31st 2012, 11:57
Really and truly did the different livery have any impact on attracting more visitors to our island? How many millions more did it help generate? I always thought the airmalta colours were smart anyway. Could we afford this extra expenditure in the current scenario?
Manuel Briffa
Jul 31st 2012, 12:57
No it hasn't mister Sammut, it's hardly even out yet, for heaven's sake. And what you thought doesn't necessarily count, does it?
Marco Galea
Jul 31st 2012, 13:27
yeah smart would eb good for some 20 years ago ... we are living in a society where smart is funny, cool is the syle!
Daniel Walker
Jul 31st 2012, 13:41
@ C. Sammut
They just launched the new livery so I would assume it did not have any impact at this point in time. I really like the new branding, to me it stands out much better than the old branding and I am sure people will take notice of the planes when they are sitting at international terminals.
The media is also very good and well produced. I am sure this will be cut down and used in advertising campaigns across Europe and it will get people interested in travelling to Malta.
Nice work Air Malta!
James Dewar
Jul 31st 2012, 14:29
My humble answers to your above questions: Probably not. Probably none. Probably not. I agree wholeheartedly re the former colours!
David Schembri
Jul 31st 2012, 11:54
Very nice graphics, looks fresh, modern and attractive!
Malcolm Mifsud
Jul 31st 2012, 11:51
Changing the livery won't solve anything now, it's too late to save the airline now, the damage has long been done.
Claire Busuttil
Jul 31st 2012, 13:28
maybe proper management an help!
Chris Knights
Jul 31st 2012, 11:47
Check out the new video on AirMalta's Facebook Page: http://www.facebook.com/AirMalta/app_312525422091764
R Saliba
Jul 31st 2012, 11:36
I love the new look :) It's young and will hopefully attract new customers - it also shows that Malta is best in Summer using summer colors.
Well done!!
F. Pisani
Jul 31st 2012, 11:28
to try, to start with.
anthony sultana
Jul 31st 2012, 11:27
It doesn't make any different, the only reason that looks nice at this moment,is because the blue color. The blue color is a cold color, so at this moment of the heat season, the blue color will give a sensation of cold air, and the red gives a sensation of heat, which is good for the winter only.
James Dewar
Jul 31st 2012, 14:31
Anthony, I like your psychological approach! You may well be correct!
Paul Meilak
Jul 31st 2012, 11:24
It gives the impression of a 'low cost' airline..
Victor Vella
Jul 31st 2012, 13:31
It is. From national airline to charter airline. Note the name Malta. Where is the Air? Perhaps Davies & Co will be pertinent to tell us the ROI for this useless investment of 1.9M euros. Unbelievable. A company strapped of cash forking 1.9M euros just to paint the tail of 8 aircraft. And the taxpayer has to pay for a re-branding that has never been branded.
Joe Busuttil
Jul 31st 2012, 13:36
Yep. Just impression. I have always used Air Malta,but lately they have been overdoing it a bit as regards fees.Three months ago I got a quote for travelling to Gatwick during August from AM which was close to 200E dearer than that from Easyjet. Better time of departure ,too,but no meals.( You can take your own food on the plane.) Only one solution for you (,shall I start calling you Malta now?) be more moderate in your fares.
James Dewar
Jul 31st 2012, 14:33
Though I was reading my own post!! Agreed! Sadly it is indeed only an impresssion as fares are still too high for the common holiday traveller!
Ray Pace
Jul 31st 2012, 11:14
Having this kind of livery is by no means low cost. Those familiar with airlines/aeroplanes know that nowadays most planes are being decorated to promote a particular event or other. I would include the Air into the logo. Hope that Air Malta arranges its fares as in my opinion this is one of the drawbacks the company has, and a better flight schedule especially on certain routes familiar to us maltese which will allow for short weekend breaks. Can't wait to capture the first plane in this livery.
Charles Micallef
Jul 31st 2012, 11:13
......no makeover is going to make us forget the past mis-management and abuse of this Airline??
5 pertinent questions on Air Malta where the taxpayers deserve an answer?
1. Why is it that the well remunerated people who were responsible for running our national airline for well over 20 years, still being appointed to various politically motivated positions / directorship when they should really be hiding their faces in shame?
2. Why are these same people not being held to account for bringing this once national pride and an envy of other airlines to its knees and into bankruptcy?
3. We could accept this report if it was about halving the profits, but instead we are talking of halving the loses, and we making it sound as if it is some kind of achievement?
4. Why did the country’s administration not appoint people who understood and had some knowledge of the running of an airline in the first instance, but instead appointed people, within their favour and the only knowledge they had was a political party’s affiliation card?
5, Why have the Ministers, whose portfolio Air Malta fell under, keep very quite and not speak out in order to explain to the taxpayers why they failed miserably?
Answers please?
HENRY FENECH AZZOPARDI
Jul 31st 2012, 12:01
Although I agree to some of your comments I fail to understand some of them such as:
!. Without mrentioning the names of the chairmen I cannot single out anyone chairman as being in any \government position.
2. I agree but it is very difficult to point fingers at any particular person because in politics you tend to involve others who would have given the goahead without the consent of the chairman.
3. Halving the losses is a great achievement. This shows that the restructuring is giving dividends and in due course if the losses will continue to be halfed, profits will soon show in the very near future. Afterall the losses were made over a number of years and these have to be made good in the coming number of years.
4. I totally agree with you, as a matter of fact I did say that the best part of the Airline making profits was when there were PIA executives under the chairman of Albert Mizzi before this same Chairman then allowed politics to infiltrate the running of the airline.
5. I agree again on this point but my friend il qawl jghid li kappell ma jmerix lil iehor, and both political parties have their share of contribution in the downfall of AIR MALTA.
Let us hope for the good of the country that lessons have been taken and politics will be distanced from the company since the only way forward in the very difficult airline market is to control the expenditure, limit the labour cost to its bare minimum, do away with past fringes to anyone whether past staff ministers etc. and indulge in professional routes that service the country and at the same time gives proitable results.
If the airline is forced to operate a route at a loss to help the Maltese economy than the Government has to financially conpensate the Natioal Carrier accordingly.
ANTHONY PAVIA
Jul 31st 2012, 12:01
You are completely justified to ask these questions and many more besides. Don't hold your breath waiting for any answer though.
However I like this new livery. I believe it to project a young, happy, colourful, fresh image. Let's hope it doesn't stop here.
Mario Scicluna
Jul 31st 2012, 12:50
Proset Sur Micallef! Accountability ZERO.
Mario Scicluna
Jul 31st 2012, 14:18
@HENRY FENECH AZZOPARDI
Today, 12:01
'' both political parties have their share of contribution in the downfall of AIR MALTA.''
How wrong you are!! Since AirMalta's inception during the 70's up to the infamous '80's, our national airline generated profit EVERY YEAR , it's history of facts, undeniable. It is TOTALLY the PN's fault through mismanagement, bad decisions(RJ's) that led to it's spiral downfall and dire grave present situation.
The ones that screamed 'Ghasafar tac-Comb' were solely responsable, and Austin Gatt should apologize to the people for solemly swearing and projecting that by 2007 or 2008 if I'm not mistaken, the company should turn to profits, knowing quite well it was a mammoth task.
Charles Micallef
Jul 31st 2012, 14:51
Henry Fenech Azzopardi, please be assure that I will keep on asking questions about the downfall of this airline which again was once the envy of other airlines till my last breath, as I am one of those who hates abuse and especially coming from the ones who we elect to lead us by example!
Are you aware who started the freebies for the politicians and their families and can you name another national airline who gave their politicians free seats?
Are you aware how many of Air Malta's employees at all levels that were given positions simply because of the political allegiance?
Are you aware that every single member of the management team who pointed out serious misgivings in the Airline was moved on to ensure that they keep their mouth shut!
Are you aware that senior members of the management were abusing the tendering process and awarding themselves various lucrative contracts to supply the same airline?
And do you think that all this is being brought to the attentions of the people who we elected to ensure that all is done in a fair and meticulous manner?
HENRY FENECH AZZOPARDI
Jul 31st 2012, 20:53
Charles Micallef,
It is impossible to keep an argument with you because we see things from different perspectives. My argument is that Air Malta has been the milking cow of both political parties and unless you accept this principle we can never bridge the gap.
When I referred to High ranking individuals given other government appointments I thjought you were referring to the ex chairmen and that is why I said I do not recollect anyone of them holding a government position.
It is unsless trying to give the National Carrier a new look or pumping subsidies and at the same time drain it with all kinds of political favours.
Even when the airline was running at a profit it was still loaded with unwarranted labour force that drained the company dry over the years.
My main contention is that for the good of the National Airline all kinds of politics has to be distanced from the carrier.
If you do not agree on this simple argument than we are on different wavelenghts.
With regards to past mismanagment I could never belive that anybody will ever be made accountable for any actions. Another saying is that he who lives in glass houses should never throw stones. Unfortunately we have to suffer for such blunders.
William Attard McCarthy
Jul 31st 2012, 11:11
Absolutely refreshing! Love the design, and kudos to the person who designed it! ...however I tend to agree with the comments below in respect to the "Air" prefix. I think "AirMalta" would fit better.
Also, it would be interesting to have different rear designs on each and every aircraft...such as British Airways do with their tail livery.
J Farrugia
Jul 31st 2012, 11:39
BA dropped the different tails many years ago Mr McCarthy.
William Attard McCarthy
Jul 31st 2012, 12:08
Hi Mr. Farrugia...yes , I know... but I loved the concept.
A. Mifsud
Jul 31st 2012, 11:08
fresh...i like it!
Steve Diacono
Jul 31st 2012, 11:04
It's about damn time! Is it however, too little too late ?
Matthew James Smith
Jul 31st 2012, 11:03
Air Malta, as a name that does have a huge brand equity. 35 Years+ of brand-building. Hence why the logo is senseless. It is unidentifiable, any foreigner familiar with KM would view it simply as a brand new airline out of Malta. WIthout doing his research. That said, it is summery and fun; which definitely needed to be put across ...Just Bring back the 'Air'. Oh and has anyone noted ....we have only just marvelled at the implementation of brand new uniforms; they look great, personally I love them. BUT, they reflect the old brand livery colours of Red and Navy Blue. I guess there was a glitch in a little 'pre-planning' Again. Well Done KM!
Ramon Casha
Jul 31st 2012, 10:59
I like the new livery. I also liked the concept of the plane that was used to advertise Malta - but not its implementation, it really looked like mud. These could be used to advertise Malta as a destination while generating some revenue for Air Malta as tourism advertising from MTA.
victor bonello
Jul 31st 2012, 10:56
Costly but nice, could we know who did this job?
Manuel Briffa
Jul 31st 2012, 13:00
Sigh...read the report again.
Simon Robinson
Jul 31st 2012, 13:17
Read the article: 'FutureBrand of London'
william cauchi
Jul 31st 2012, 10:56
Packaging as in any product is very important to attract attention, especially for first time buyers, but at the end what counts is what's inside the box. Value for money, reliability, service etc.
So for AirMalta to attract repeat customers, something more than a new packaging would be needed. Remember, 90% of travel bookings is done through the internet. Packaging is not so important in internet sales so much so that customers would prefer a plain box if the price was cheaper, which is one of the main reasons of Ryanair's/Easyjet's success stories.
Best of luck AirMalta, you really need it.
James Grech
Jul 31st 2012, 11:10
Well said
Matthew James Smith
Jul 31st 2012, 10:52
Please include AIR. Or your screw thirty-odd years of brand-building. Its not rocket science. I get that you are using the livery as an extended MTA ad - Fine. But that Air needs to be squeezed in. Or rename the Airline completely. (which would also be ridiculous)
C Cassar
Jul 31st 2012, 12:47
Rubbish. The whole point of a rebranding for a business that was failing is that you DON't want any reminder of the past.
The new livery is excellent, fresh and vibrant. Well done.
Joseph Grech Attard
Jul 31st 2012, 10:52
The new look mimics low-cost airlines! Nice, but nothing new!
Prices should also, then, mimic low cost airlines! Then we shall really be on the right track. The look can attract attention but when one looks at the prices, one would shy away!
Few people care, nowadays, of being given a snack, for example. But would their withdrawal hurt those who provide and work for the companies that provide them?
And how about the huge salaries and number of the high-ranking officials? Could these also meet the low-cost airlines' ones?
Steve Zammit
Jul 31st 2012, 10:51
Nice branding...well done :) i like
but what happened to the AIR? as in AIR Malta?
A M Bonello
Jul 31st 2012, 10:51
Very nice,artistic and very non conservative for a change.
J. Borg
Jul 31st 2012, 10:48
Not sure if one can justify 2M euro on rebranding - however, the colour scheme is nice. Interesting to note that the tail wings are jet engines are both red.
J. Scicluna
Jul 31st 2012, 10:46
The new livery is EXCELLENT! Fresh and young.
The font is also reminiscent of the original logo; which is a really nice touch.
Well done all to Team Air Malta.
G.A. Scicluna
Jul 31st 2012, 10:44
nice livery but it's not awesome. looks funny. I prefer a more corporate serious logo... but a change is always welcome.
John L Galea
Jul 31st 2012, 10:43
are these model planes for sale?
Mr Peter Korsten
Jul 31st 2012, 10:39
VERY nice new lvery. This is easy to get wrong, and it is refreshing after the dated livery they have now.
Stephen Lock
Jul 31st 2012, 10:38
I like it, but why is there no AIR !!!!!! Last i checked it was called Air Malta.
Manuel Briffa
Jul 31st 2012, 13:01
It's to do with the humidity Stephen
Pauline Peterson
Jul 31st 2012, 10:26
Very nice.
yani ellul
Jul 31st 2012, 10:25
in my opinion, with this new livery, the planes were made to look like low cost ones..... i personally would have gone towards some sort of more elegant branding, maybe using black and the 8 pointed cross..... but then again.... im no marketing and branding guru :-) it's just my opinion :-)
Tonio Farrugia
Jul 31st 2012, 10:39
tend to agree... it looks very much low cost!
A M Bonello
Jul 31st 2012, 10:50
Well it should be low cost as after all every airline next to Air Malta is too!
Michel Ellul
Jul 31st 2012, 10:50
I share your thought....
Mr Mike Farrugia
Jul 31st 2012, 10:50
Passengers do not book flights that match their shoes or handbags. The idea is to give Malta more prominance, thus the big MALTA on the side. As a result, air Malta and to some extent even competing airlines, will hopefully bring in more passengers.
yani ellul
Jul 31st 2012, 11:02
@Mr.Mike Farrugia.... very much so.... however, branding of the national airline (please note National) to look like a low cost airline, in my humbe opinion, might give the impression that the country/destination is low cost... and in all honesty, i am not sure if that is the tourist segment we mainly want to attract.Again, i do not work in the tourism sector, but its just my perception. also, again in my opinion, why shouldn't we give the national airline a bit more of an elegant look... ?? i personally like it... something on the lines of etihad.... it works for me....
C Cassar
Jul 31st 2012, 12:46
@yani ellul: It's actually the opposite that the new airline should be attracting - business customers. That's where the money is, not in cheap tourist seats. Leave those for the low service airlines to fight over but Air Malta/Malta has the only service providing business class seating on many routes. This should be the focus, where there are very high margins.
Anthony A. Mifsud
Jul 31st 2012, 10:24
A change is like a rest, I think this the way forward, weldone I like the colours
Viva Malta
Ninu
denise hobson
Jul 31st 2012, 10:24
We love the logo, its AirMalta's air fairs we DON'T like. need i say more, this says it all. if AM's fares were comparable with RyanAir-EasyJet and even my latest economy plane Transavia (Netherlands) when booked from holland its much much cheap and it also flys from Amsterdam, but if am's fares remain as high as they are now, then regardless of the Pretty Pretty Logo - it will be doomed.
C Cassar
Jul 31st 2012, 12:43
Air Malta flight I was on yesterday was completely full, including business class. So, their fares must be ok.
James Dewar
Jul 31st 2012, 14:47
@ C Cassar:Not from Scotland my friend! We always used Air Malta ( I see it's not even called that now!) but for the past few trips have used budget airlines where the price difference is substantial and the service is perfectly acceptable.
Edward Curmi
Jul 31st 2012, 10:19
I think its heading in the right direction
Mr Mike Farrugia
Jul 31st 2012, 10:17
I like the new colours. They look much better than the plane that looks like it has been dipped in mud and left to dry!
Irene Forster
Jul 31st 2012, 10:14
I like the look of the planes, very eye-catching at the outstations for Malta
Franco Attard Trevisan
Jul 31st 2012, 10:14
I like the new look of our planes
Please choose the reason of your report below: