Qatar Airways brand revamp

New aircraft livery unveiled at ITB Berlin

BY A CORRESPONDENT
March 17 2006

High-flying Qatar Airways has unveiled its brand new-look that takes it into the next generation of air travel. From new aircraft livery to innovative onboard products, Qatar Airways is making radical changes to its image, reflecting itself as a more progressive and confident airline.

The enhancements are part of an on-going product revamp that began last autumn with the roll-out of a new style of onboard service across its premium cabins on long-haul flights.

Beginning this summer, the Five Star-ranked airline will introduce redesigned livery on the newest addition to its rapidly-growing fleet the Airbus A340-600 High Gross Weight (HGW) aircraft.

Qatar Airways is the launch customer of the High Gross Weight version of the A340-600 aircraft, which is capable of flying up to 14 hours non-stop with a full load of passengers and cargo. The new A340-600 will also be equipped with a dedicated First Class lounge which was also showcased at ITB.

The revamped livery, unveiled at ITB Berlin the world’s biggest travel fair being held in the German capital, will be rolled out on new aircraft from this summer, while the existing fleet will be repainted progressively over time.

The Governing Mayor of Berlin, Klaus Wowereit was Guest of Honour at the unveiling of the new livery and aircraft interiors during a special ceremony on the opening day of ITB. He was accompanied by Qatar Airways Chief Executive Officer Akbar Al Baker.

Qatar Airways’ new-look sees the tail fin painted with an image of the Oryx, national animal and icon of the State of Qatar. Painted in the corporate burgundy colours of Qatar Airways, the Oryx design covers the entire tail fin, a significant increase in size from the current tail design.

A striking new addition is Qatar Airways’ Oryx logo painted on the belly of the A340-600, as well as the aircraft winglets.

In addition, the word ‘QATAR’ has been emblazoned in large bold burgundy letters across the forward end of the fuselage on both sides of the aircraft. The word ‘Al Qataria’ is inscribed in Arabic and light grey colour next to it.

The word ‘Airways’ has been dropped from the livery to reflect the confidence of the airline, moving from a small regional player of a few years ago to a full-service quality international airline based in the State of Qatar in the Arabian Gulf.

The upper section of the fuselage is painted light grey – and the bottom half in white.

Passengers flying in the premium cabin of the A340-600(HGW) aircraft will have the added benefit of a dedicated onboard First Class lounge allowing them to relax and eat in the comfort of their very own special area. Epitomizing luxury and innovation, the new First Class lounge promises to be one of the best in the air when it takes to the skies this summer.

The lounge features a stand-up bar with drinks rack and spotlight mood lighting. It also features cream leather sofas that can seat up to six passengers. Lampshades are positioned on two teak wooden tables, while a special additional aspect is electronically-operated window shades.

The general ambience of the lounge is one of comfort and relaxation with Qatar Airways’ strong burgundy corporate colours very evident in the curtains, carpets and furniture.

Qatar Airways CEO Akbar Al Baker described the revolutionary changes as a “giant step forward” for the airline as it enters the next generation of air travel.

"We are operating in one of the most competitive industries in the world where passengers have greater choice and are more demanding," he said.

"Qatar Airways is a relatively young full-service airline, less than 10 years old, yet we have led with innovation to become a well-reputed global business. This is reflected by our numerous awards. Our new First Class lounge onboard our A340-600 aircraft reflects the importance we pay to our most loyal customers. Our premium class passengers who are looking for that little more attention, privacy and comfort. We cannot rest on our laurels which is why we are taking significant steps forward in both our image and product offering. This is the first livery change since Qatar Airways’ relaunch in 1997. Over the next few weeks and months, we will be unveiling further details of our onboard product on the A340-600 and I promise they will be revolutionary in design and style."

Added Al Baker: "Qatar Airways is entering a new era. We are a confident and progressive airline which is why we are unveiling a bold new look that projects us as a more powerful brand. Any livery change will turn heads. We decided to drop the word ‘Airways’ from Qatar on our aircraft because we are positioning the airline as the national symbol of the State of Qatar which has become an economic force on the global stage."

Doha-based Qatar Airways has ordered 10 A340-600s for deliveries beginning this summer over a two-year period. The aircraft is designed to operate long-haul flights such as Doha to Europe, United States, Far East and Australia. All new A340s joining the fleet will feature the new livery.

Qatar Airways plans to make its first foray into the North American market later this year with direct non-stop scheduled flights to the United States.

As one of the fastest growing airlines in the world, Qatar Airways has made significant inroads in the global aviation industry since its relaunch in 1997.

Qatar Airways currently flies to 69 destinations across Europe, Middle East, Africa, Indian subcontinent and the Far East from its operational hub of Doha, capital of the State of Qatar. With its codeshare partners, the airline serves more than 80 destinations worldwide.

Qatar Airways is to launch daily non-stop scheduled flights between Doha and Hong Kong on March 26.