Saudia enters a new era through major re-brand strategy

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Jeddah. Saudia, the national flag carrier of Saudi Arabia, has unveiled a new brand identity and livery as part of a major re-branding strategy.

The new identity is aligned with the Kingdom’s Vision 2030, which aims to transform Saudi Arabia into a global tourism destination.

The rebrand marks a new era for Saudia, with a focus on innovative customer services, a strong digital orientation, and a celebration of Saudi culture.

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.

The new brand color identity, comprised of green, blue, and sand, represent Saudia’s aim to expand its fleet and destinations, connecting the world to Saudi Arabia, while emphasizing the Kingdom’s authenticity and deep-rooted values.

In parallel with the rebrand, 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 2023.

Engr. Ibrahim Al-Omar, the 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.”

Saudia is not only rolling out a fully integrated digital program and revamping its look, it is also effectively and quickly helping advance Saudi Arabia’s Vision 2030, collaborating with all industry stakeholders to achieve the targets of the National Aviation Strategy.

The strategy aims to turn Saudi Arabia into a leader in the global industry, by enhancing the customer experience, improving safety and working towards a more sustainable future, in line with Saudia’s expansion goals to bring around 330 million visitors to the Kingdom by 2030.

The re-branding strategy is a bold and ambitious move for Saudia, but it is one that is well-positioned for success. With its focus on customer service, digital innovation, and cultural celebration, Saudia is poised to become a leading global airline in the years to come.

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