Iberia is poised for its first major rebranding in more than three decades as part of its ongoing commercial transformation.
The loss-making IAG-owned carrier is in the midst of a restructuring and downsizing drive to restore profitability. As part of this effort, Iberia is reorganising its marketing operation as well as its revenue management and sales divisions. The marketing shake-up includes a rebranding and the rebalancing of the division's focus towards communication on new products, says Iberia chief executive Luis Gallego.
"We are finalising the brand relaunch that we hope we can do very soon," he adds.
The Spanish carrier began a product enhancement programme this summer, introducing new Airbus A330-300s to renew its long-haul fleet. These are equipped with new flat-bed business-class seats and a new in-flight entertainment system, and have future connectivity capability built in. "We have also started to retrofit our Airbus A340s," says Gallego.
Iberia's current red and yellow colour scheme is one of the oldest airline brands flying. It was introduced in the mid-1970s and has stood the test of time compared with some of Europe's other flag carriers. Fellow IAG airline British Airways has undergone at least three major rebrandings within the same timeframe.