Alliance Air goes on brand building drive

NEW DELHI: Dogged by low passenger load factor, Alliance Air, the wholly-owned subsidiary of Indian Airlines, will now sport a new logo as part of efforts to improve its brand image, official sources said.
The airline, whose image had taken a bad hit after the July 2000 air crash in Patna, would henceforth change all its aircraft to the logo of IA while it would be mentioned only as the 100 per cent arm of IA, the sources told PTI.
They, however, clarified that all the planes of Alliance Air would not be grounded immediately to paint the new logo.
Instead, the aircraft would gradually start wearing the new look when they come for their regular maintenance checks.
The sources said steps have also been initiated to improve the standard of the airline by providing better quality food and service to passengers.
They said a nationwide advertising campaign would also be launched soon to project the improved image of the airline.
Alliance Air which has a fleet of 11 Boeing 737-200 aircraft had hit a low of about 30 per cent passenger load factor after the Patna accident unlike its parent IA which enjoys an over 60 per cent load factor.
The airline was also affected by strong competition from the two private carriers - Jet Airways and Air Sahara.