"Alitalians do it better": here is the new motto chosen by James Hogan, chief executive officer of Etihad, for Alitalia employees. Since Eithad Airways has become the principal investor of the Italian airline (a few weeks ago thanks to a 560-million euro investment the United Arab Emirates-based company secured a 49% stake for itself), Hogan proved himself more and more interested in transforming the company into "the sexiest airline in Europe".

From a purely marketing perspective, the new motto, that will be printed on a green pin that all employees have to wear, is definitely a promising start. However, what managers, investors and passengers are expecting is a revolution going beyond external appearances and focusing on good service, quality and reliability.

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