BRANDING: Gulf Air appoints Landor to revive brand's glamour

Gulf Air, the national airline of Bahrain, Oman, and the United Arab Emirates, has embarked on a three-year strategic recovery plan and hired Landor to 'put some glamour back' into the brand.

The airline is poised to announce new international routes over the next few weeks, and wants its brand to be able to compete effectively in a global marketplace.

President and chief executive James Hogan has briefed Landor to develop a new identity for the carrier.

Gulf Air wants to be "reborn as an upmarket, glamorous and stylish brand that exudes the exotic mystique of Arabian culture".

Its board of directors approved the three-year turnaround plan in December, injecting $238m (£148m) into the airline. It was also announced that Gulf Air is discussing alliances with Star and One World. A decision is expected before June.

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