Since Saturday, February 15, an ITA Airways Airbus A350, operating on long-haul routes, has been flying with the “Inspired by Alitalia” sticker. This slogan had already been featured on the app and website with the goal, according to a statement from ITA Airways, “to associate its brand with a declaration of deep gratitude toward a legacy the company is proud of.”

The historic brand, a symbol of Italian identity, belonged to the former national carrier that for over 60 years transported passengers from all over the world to Italy. It is well-known abroad, though it was replaced over three years ago. This could be the key factor pushing ITA Airways to revive the tricolor brand, especially on long-haul routes, particularly to the U.S., Canada, and South America.