Sunday 10 December 2023

Culture, digital focus in Saudia's new branding

JEDDAH, October 1, 2023

Saudia, the national flag carrier of Saudi Arabia, has revealed its new brand identity and livery with a strong focus on digital aspects and enhancing guest experience by celebrating Saudi culture.
The new identity, launched at an event in Jeddah, is in line with a wider strategic digital transformation plan aimed at strengthening the airline’s support for the kingdom’s Vision 2030 to bring the world to Saudi Arabia, said the airline.
The rebrand marks the beginning of a new era for Saudia, introducing innovative concepts in terms of customer service with a strong focus on digital aspects and enhancing the guest experience by celebrating Saudi culture, it said.
"This transformation reinforces Saudia 's national identity as it reimagines all products and services to engage all five senses. Guests can anticipate an authentic Saudi experience during their journey, showcasing the very best of Saudi Arabia and its rich culture. 
"This includes a distinctive fragrance and sonic identity, locally inspired cuisine, all crafted by skilled Saudi craftsmen. This new identity mirrors Saudi Arabia's welcoming spirit, leaving guests with a deep sense of the country's warmth and hospitality, while promoting a deeper appreciation of Saudi culture for both nationals and visitors. The rebrand also encompasses new uniforms for cabin crew and ground staff," the airline said.
The new brand colour identity, comprising green, blue, and sand, represents Saudia's aim to expand its fleet and destinations, connecting the world to Saudi Arabia, emphasising the kingdom’s authenticity and deep-rooted values.
In parallel with the rebranding, Saudia has also undertaken a huge digital transformation, entirely enhancing the customer digital experience. Saudia leads among international airlines in operating generative Artificial Intelligence (AI) as a virtual assistant, named “Saudia”, being one of the first of its kind in the region. Saudia will enable guests to complete the entire transaction through this efficient process by the end of the year.
The ambitious, long-planned digital transformation, fully improve customer experience, but also allow more streamlined operations and processes while ensuring the highest levels of protection of guests’ personal data, through strong partnerships with global leading companies.
Eng Ibrahim Al-Omar, Director General of Saudia Group, said: “We are experiencing a new era and a very exciting time for Saudia. Our airline has evolved from a Douglas DC-3 aircraft in 1945, to a 140-aircraft modern fleet serving over 100 destinations, becoming one of the largest airline in the region.
"The name and logo of Saudia are integral parts of the Kingdom's aviation history and development, and our people share a special emotional connection with the brand. We have incorporated this rich heritage into our new identity, adding elements that reflect our visionary approach, poised to captivate the world." - TradeArabia News Service


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