After Alitalia's demise, ITA airline launches with new look

Italy’s new national airline has made its inaugural flight and unveiled its new name and logo

ROME -- Italy’s new national airline, ITA Airways, flew its inaugural flights Friday and unveiled its brand and logo, recycling the red, white and green of its Alitalia origins as it tries to chart a new future while competing with low-cost airlines.

ITA, or Italy Air Transport, officially launched after bankrupt flag carrier Alitalia landed its final flights Thursday night, ending a 74-year business history that a series of financial crises had marred in recent years.

Protests and strikes accompanied the runup to Alitalia's formal demise because the much smaller ITA Airways is only hiring around a quarter of Alitalia's more than 10,000 employees. Negotiations with unions are ongoing.

ITA paid 90 million euros (over $104 million) for the rights to the Alitalia brand and website, but the new airline is called ITA Airways and it has its own website and a new frequent flier program, called “Volare” (“Fly”).