Aer Lingus unveils rebrand in line with ‘progressive and liberal’ Ireland

Irish airline Aer Lingus has unveiled its first rebrand in over twenty years to reflect a “new, changing” Ireland.

A promotional video documenting the process of making the changes to the brand, referenced the marriage equality and the abortion referendums, seen as seismic changes in the country in the last five years.

“Just as Ireland continues to evolve, inspire and continues to define its place in the modern world, so should our airline, as Ireland strives, so strive Aer Lingus,” the video stated.

Bosses at the airline spoke about the importance of passengers’ emotional connection to the brand, while cementing the company’s place on the world stage as a leading value carrier.

Mike Rutter, chief operating officer, said: “Any new imagining of the brand must remain true to those who feel the brand is part of their life and landscape, we’re also deeply aware the brand must reflect Ireland in 2019, a society that is open, progressive, liberal, outward-looking and dynamic.

“An Ireland that is proudly European and has become the destination of choice for inward investment where English language, a high quality educated workforce and a commitment to Europe are the key decisioning points.”

Mr Rutter added staff are being put through training and “cultural change programmes”.

The changes, which were undertaken following results from 26 focus groups across different sections of passengers, include a new version of the iconic shamrock logo and colour scheme for aircraft.

It was noted the original colour scheme proved much beloved in Ireland. However internationally, respondents said that it looked like the airline could “get you to Ireland but not to New York”.

The unveiling, which happened at Dublin airport on Thursday, displayed a newly painted A330-300 series aircraft.

The airline claims the aim of the update is a “refreshed vision of modern Ireland”, to give the brand a more dynamic image as it continue expanding into the North Atlantic market.

The 400-plus changes are in the early stages but the air carrier hopes to have the new look across the business completed by 2021.

The website and app will see the changes instantaneously, beginning on Thursday, as will passenger check-in areas and boarding gates.

New uniforms, designed by Irish designer Louise Kennedy, will be unveiled later in the year.

Chief executive officer Sean Doyle would not say how much the rebrand cost, but added that reports suggesting it was in the region of two million euro were false.

He said the overall price was less than that and was “value for money”.

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