Air Malta engages foreign agency to re-brand airline

A spokesperson for the national airline told MaltaToday: "FutureBrand has the bandwidth to identify consumer trends, product and service innovations that are taking place in real life and in real time around the world".

The airline refused to divulge details of the contract's length and how much it is worth.

Asked whether a public call was issued before awarding this contract, the spokesperson refused to answer but instead said "this process will then be followed by a public call that will be issued in the coming weeks to appoint an advertising and media agency on a long-term basis that is capable of handling Air Malta's account in line with the airline's new brand guidelines".

On the contract awarded to the firm, Air Malta's spokesperson said that "the diversity and specialisation of the firm gives it an enviable international client base from banking to brewing, from sports and recreation to retailing and brand environments".

FutureBrand is a leading international brand and design consultancy network with 25 offices worldwide.

The Air Malta spokesperson added that "this one-time short-term consultancy job is an intrinsic part of the 160 Air Malta project portfolio currently underway at the airline.

Air Malta has identified over 160 internal projects that span various areas related to commercial, cargo, finance, corporate and financial restructuring, contracts management, ground handling, human resources, information technology and revenue enhancement.

Air Malta is to embark on a €130 million restructuring plan, however it is still being scrutinised by the European Commission. The Commission has expressed its doubts whether the notified restructuring plan complies with the requirements of the 2004 EU Rescue and Restructuring Guidelines.