Austrian Airlines unveils a new brand identity
Austria’s national flag carrier Austrian Airlines will feature a new brand identity and a slightly changed design. The product appearance “myAustrian” will even more strongly orient “AUA”, the Austrian designation for Austrian Airlines, to reflect Austrian values and offer individual service.
The first aircraft in the new red-white-red design and the typical Austrian greeting ”Servus” on its belly left the paint shop some days ago. March 26, 2015 marks the first flight of the newly designed Airbus 321 with the identification OE-LBC leaving Vienna at 5:35 p.m. for Milan. The interior of the aircraft will also be redone, and the light blue color still being used will no longer be part of the airline’s corporate identity in the future.
“myAustrian“: Individualization and a new air fare model as the core of the new strategy
As of autumn of 2015, Austrian Airlines will launch a new air fare concept for its Austrian and European flight traffic, as previously announced. The new strategy involves more flexibility for passengers in the future to choose additional services. For example, travelers can individually book DO&CO à la carte dishes on board, additional baggage or other services independent of fare packages. The passenger will be able to put together “his or her” own customized flight. In line with this, Austrian Airlines will have the word “my” in front of its brand name – “myAustrian”.
“The brand name ‘myAustrian’ is designed to signal to customers that we want to more effectively respond to their individual product wishes in the future than in the past. At the same time we want to strengthen the identification of our employees and customers with ’their’ airline”, says Austrian Airlines CCO Andreas Otto.
In the future travelers will be able to choose from four air fare categories with different services. In addition to the existing Business Class, three new Economy Class fares will be introduced for flights within Europe as of autumn of 2015 i.e. “Light”, ”Classic” und ”Flex”. Sale of the new fares will begin in the summer of 2015. The “Light” category will comprise the least expensive fares for passengers taking scheduled flights in Europe, who only travel with hand luggage and do not require any possibility to rebook flights or have their fares refunded.