Launch of THAI's New Corporate Identity

THAI has officially unveiled its new corporate identity to the international media with the Chairman, Professor Dr Chai-anan Samudavanija presiding. Said Professor Samudavanija, "THAI, as the national carrier, must continue further development to introduce more service improvements for customers across the globe".

The company's new corporate identity was developed based on 3 ideals: ·

• "High Trust" - THAI's passengers trust THAI to deliver high safety standards, on-time performance, and passenger convenience.
• "World Class" - to achieve high standards and a competitive edge over other airlines.
• "Thai Touch" - providing unique service to passengers for maximum customer satisfaction and the celebration of a Thai experience.

The corporate rebranding relates includes updates to passenger seats, inflight service equipment, cabin interiors, passenger airport lounges, and THAI ticket offices. THAI's corporate logo retains the same image with a 3-dimensional adjustment for more clarity and richer colour.

Mr. Kanok Abhiradee, THAI's President, said that the company began the corporate rebranding on 28 August 2002 following the selection of Interbrand as its consultant. Interbrand is a well-known consultancy founded in 1974 with headquarters located in the United Kingdom. As THAI's corporate rebranding consultant, Interbrand engaged the services of an artist named Ajarn Panya Vijintanasarn whose portrayal of "Ayatana" communicated the importance of 6 senses: see, taste, smell, hear, touch, and feel with your heart. The company has combined corporate rebranding plans, Interbrand ideas and concepts, and Ayatana in the rebranding of THAI's corporate identity.

THAI is the first airline to introduces mica paint for its new aircraft livery, a finish with special irridescent characteristics which allows colour variations when viewed from different angles.

The first aircraft that was painted in new aircraft livery colors was a Boeing 747-400, operated on international flights to destinations such as Los Angeles, Europe, Asia, and on popular domestic flight routes. On this aircraft, first class seats may be reclined at up to 180 degrees with a seat pitch of 83 inches.

Airbus 340-500 Image: Airbus

THAI has received delivery of its new aircraft type Airbus 340-500 from Toulouse, France. This Airbus 340-500 is the 82nd aircraft to enter THAI's fleet and will be utilized on the route Bangkok - New York from 1st May 2005. There are 3 classes of travel on the newly delivered aircraft: "Royal Silk Class" (new business class) with seats reclining up to 170 degrees, "Premium Economy Class" with comfortable seats almost the equivalent to Royal Silk but more affordable, and "Economy Class."

The aircraft interior and exterior is based on THAI's new corporate identity equipped with the latest technology including a new inflight entertainment system with a variety of selections such as a choice of more than 30 inflight movies, more than 70 documentaries, more than 600 songs from 100 albums, 30 games, news from leading international news sources, language lessons including Thai language for tourists. Passengers are able to select inflight entertainment programs of their choice by accessing the video-on-demand system. The company is currently in the process of repainting other aircraft in its fleet in the new corporate identity livery.

THAI's new employee uniforms have been designed by well-known Thai designer Mrs. Pichitra Boonyarataphan of RTD Textile Industrial Company whose designs were based on clothes worn in the Palace and accessories worn in Thai classical dance. These designs were adapted in THAI's new uniforms for a sophisticated yet classic appearance. New uniforms were designed for 3 employee groups: flight attendants, ground service staff, and front-line staff at passenger contact points such as ticketing and reservations.

In addition, special uniforms have been designed for flight attendants working on THAI's domestic flights. These uniforms evolved from the concept of travel as fun and relaxing, reflecting the local Thai cultural identity aiming to promote tourism in Thailand's regions of the North, Northeast, and South. Clothing materials from each region were used to produce uniform skirts and slacks, such as "Pah Chao Kao" worn by mountain tribal people and "Pah Khid."

THAI's new corporate identity is part of the company's plans to further develop THAI's services, working towards becoming the number one airline in Asia.

For more information, travellers should contact their travel agent or THAI on 1300 651 960 - www.thaiairways.com