Transavia presented a new brand identity and ambitious goals for the future. “Transavia is a dynamic company that has kept up with the spirit of the times over the last 50 years. We are continuing to do so by building on our past strengths and our core DNA,” explains Managing Director – Chairman Mattijs ten Brink. “But we’re adding and integrating new elements and now starting on a new chapter. Before doing so, we listened very closely to what our employees and customers had to say. We have now made some clear choices and sharpened our strategic focus for the coming years.”
Transavia aims to again become profitable starting in 2017. “But that’s not our only goal,” says Mattijs ten Brink. “In the long term, we want to expand our business to serve 10 million passengers per year and generate an annual turnover of 1 billion euros. This means expanding our fleet to include a total of 40 airplanes, as that is what we will need in order to maintain our number one position as a point-to-point airline company in Europe. And if you also take into account our ambitions for Transavia in France, we should be able to double those numbers.”
New brand identity
Transavia aims to play a leading role in the areas of hospitality, service, online communication & support, and new products. In order to make it easier to visualize this change, the company is also presenting a new brand identity and house style today. Here again, Transavia is building on its past strengths. The elements that remain the same are the colour green, the rounded forms, and the letter T, to which new elements are being added such as the icons and new colours. Together, they form the basis of the new message that Transavia aims to communicate: ‘It’s a pleasure.’ Hospitality and service are the key to everything the airline company does: online, at the counter, and in the air. The logo and the icons are designed to be appealing in every language as well as easily understood. In addition, they can be easily and effectively applied in all types of media communications, offline as well as online. And the digital world has become so universal that Transavia.com will simply become Transavia.
But this does not mean that the new house style can now already be admired everywhere. “We’re making these changes in an efficient and cost-effective fashion. For example, our airplanes will be decorated in the new house style only when they are scheduled for repainting,” explains Chief Commercial Officer Roy Scheerder. “On 26 January, the first rebranded airplane is taking to the air. A striking element of the new house style is that all our planes will display large icons on the underside, with a different message displayed by each plane. We decided to use icons because they are intercultural. They are appealing and easily understood by people regardless of where they live or what language they speak. I’m also very pleased that, in future, passengers will see the word ‘welcome’ displayed right next to the entrance door, written in all the languages of the countries to which we fly. This is meant to send an individual message to each passenger as part of the high standard of hospitality we aim for.”
Starting next month, customers will already be able to see the first real change on the website. The new international Transavia website will then also go live in the Netherlands and France, and the entire world will be able to see how the online service platform has been further optimized and made more user-friendly for the customer.