Russian carrier Transaero has unveiled rebranding plans which it believes will help it become “one of the world’s best airlines”.
To coincide with the introduction of a new fleet, the airline, which is the biggest independent carrier in Russia, has decided to refresh and modernise its brand and identity.
The company wants its new look and feel – which will begin with aircraft livery and roll out to all traveller touch points throughout the year – to “reflect the positive changes being driven within the business”.
In a climate of sanctions and the collapse of the ruble at the end of last year, Transaero says it remains focused on boosting trade and helping enhance the profile of Russia as a tourist destination.
In January the airline received a three-year, 9 billion ruble ($164 million) credit guarantee from the Russian government.
The airline is focusing particularly on trade internally, from nearby former Soviet states and from China.
Mike Curtis, group chief executive of StartJG, the design agency behind Transaero’s new brand identity, said: “There is definitely an appetite in these areas.
“We’ve seen a large increase in tourists to Russia from China, compared with an equivalent decrease from Europe and the USA.”
Transaero and StartJG worked together to come up with the branding proposition ‘To the future together’, to represent the aim to become more valued by passengers and more valuable as a business.
“With the relaunch of the brand identity Transaero has taken this opportunity in time, against a challenging economic environment, to take a confident step towards the future,” said Curtis.
“The craft and style of the identity supports the pride and heritage that this Russian airline encapsulates. This is going to be the start of the next chapter for Transaero and an important step for the Russian airline industry.
“Transaero is a smart and creative brand that is challenging the establishment and this can only be a good thing for all passengers and travellers.”
Olga Pleshakova, chief executive of Transaero, said: “Our company cares for its traditions and professional values.
“We want passengers who choose Transaero to feel truly surrounded by a similar care to that you would receive in your family.
“While retaining our family culture we have modernised the image of the company.”
Steve Ridgway CBE, StartJG chairman and former chief executive of Virgin Atlantic, said: “The Transaero rebrand signals a powerful statement of intent to be right up there, shoulder to shoulder, amongst the world’s top airlines.”