On May 22nd 2015, a new Boeing 737-800 aircraft joined Transaero Airlines’ fleet. The aircraft arrived from the aircraft manufacturer’s plant. It was delivered to the carrier under the operating leasing agreement with its long-standing partner Sberbank Leasing signed in 2013.
This is Transaero’s first single-aisle aircraft, which provides not only in-flight access to high speed broadband Internet, but also enables mobile communications (this service used to be offered only on the airline’s wide-body aircraft). These services have become available thanks to installation of the latest Panasonic GCS satellite system. All seats have power outlets and USB-ports for charging portable electronic devices. The aircraft features a Sky Interior cabin. Transaero took delivery of the aircraft in the network of its fleet renewal program. The carrier is successfully operating fuel-efficient Boeing 737NG aircraft on the most popular medium-haul domestic and international routes. The carrier should have put the jet into operation within a week after going through all the formalities. The jet features a two-class cabin layout (business and economy classes),” the airline explained.
The delivered Boeing 737-800 is the first aircraft, which has a Transaero’s new livery, which will be used for all the new aircraft joining the airline’s fleet. This will be the first step in enhancing Transaero’s corporate identity that has remained unchanged for more than two decades and has received wide recognition both in Russia and abroad thanks to active development of Transaero Airlines and strengthening of its position at the global market. The decision on the visual renewal of the carrier’s brand was made in late 2013; it was caused by expected deliveries of the latest aircraft in 2015 under the signed contracts. StartJG, the British well-known agency specializing in brand development and interactive design, was chosen to implement the project. Development of the new visual identity of Transaero’s aircraft was completed in summer 2014.
“The elegant and streamlined logo symbolizes commitment to changes, - StartJG specialists said. - The new brand is more than just a refreshed logo. It is a “program of changes.” The developers of the new style have preserved the colors of the well-known Transaero’s logo with a view to retain the identity of the brand, which has strong positions.
“Our company cares for its traditions and professional values. This attitude contributed to creating an atmosphere of a family in the company. The family is the key to the future. We want passengers who choose Transaero to feel truly surrounded by a family atmosphere. Preserving the traditions, we are making the company’s image more innovative. That’s why our new slogan is “To the future together,” Transaero Airlines CEO Olga Pleshakova said.
The new logo will be the third trademark registered by Transaero, along with the main well-known trademark, which is a valuable intangible asset of the company, and the trademark of Imperial Class, which was registered in 2008. It was initially planned to start the implementation of the airline’s renewed brand in the fourth quarter of 2014. However, in terms of the changed economic situation the airline reconsidered its parameters. It cancelled the marketing campaign and other integration activities. It was decided that the implementation will be carried out gradually and will be connected with deliveries of new aircraft, thus avoiding additional costs, since in this case, painting is an integral part of the production process, the carrier noted.
“Transaero is a brand created in Russia, which focuses on meeting the requirements of travellers from different countries of the world today and in future. In spring 2014 we started development of a roadmap aimed at making changes that would make the brand more valuable both for passengers and in terms of business. Renewal of the brand is the confident step to the future regardless of difficult economic situation, — Mike Curtis, Head of StartJG agency, said. — This is going to be the start of the next chapter for Transaero and an important step for the Russian airline industry.”
