dnata reveals new brand identity following global success

Published April 28th, 2011 - 13:42 GMT

dnata employees bearing flags representing the 38 countries in which dnata does business

dnata today unveiled a new company philosophy and fresh visual branding after having undergone a global brand realignment following a period of unprecedented growth worldwide.

Hundreds of employees from across the Group celebrated dnata’s revitalised look and feel, which include a striking new logo, at a launch event held in Dubai today. A new company vision, mission and set of values have been created to encompass dnata’s diverse portfolio of businesses and unify over 20,000 employees around the world. These will also act as a spring board for future expansion including the launch of a corporate travel service in India next month, capturing the essence of the company as a global player.

The brand refresh comes during one of dnata’s most successful periods in its 52 year history, as the company has transitioned from regional to global status. Over the past six years, the organisation, which incorporates a range of services including ground handling, cargo, travel, IT solutions and flight catering, has quadrupled in size. It now has a global footprint across 73 airports, in 38 countries across five continents.

Despite the recent global economic downturn, dnata continues to expand. The recent acquisition of Alpha Flight Limited, which provides flight catering and retail services for over 100 airlines worldwide, catapulted the company’s international flight catering business to its current position, now present at 62 airports in 12 countries. This significant milestone was complemented by the 2008 acquisitions of a 23% share in worldwide corporate travel company, Hogg Robinson Group (HRG) and 49% of the global outsource provider, Mind Pearl.

“Today is the beginning of a new era for dnata, our customers and our staff,” said Gary Chapman, President, dnata. “The brand refresh represents the start of our journey as a global, unified company. It has been an insightful and creative process which will further enhance our customer offering through our values of ‘service excellence’ and ‘delighting customers’,” he added.

Staff events celebrating the new brand integration will also take place over the next few months in dnata offices across the globe including Switzerland, the United Kingdom, Australia, Singapore, the Philippines and Iraq.

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Background information

dnata is the world’s fourth largest combined air services provider offering ground handling, cargo, travel, IT solutions and flight catering services across five continents. The company has an outstanding reputation for providing high quality, customer-oriented assistance. Part of the acclaimed Emirates Group and wholly owned by the Investment Corporation of Dubai (ICD), dnata was established in 1959, with just five staff. More...

dnata is the world’s fourth largest combined air services provider offering ground handling, cargo, travel, IT solutions and flight catering services across five continents. The company has an outstanding reputation for providing high quality, customer-oriented assistance. Part of the acclaimed Emirates Group and wholly owned by the Investment Corporation of Dubai (ICD), dnata was established in 1959, with just five staff.

With its global reach extending to 38 countries, dnata currently employs over 20,000 staff for its operations worldwide.Having celebrated its 50th anniversary two years ago, dnata has grown significantly. Global expansion was seen in 2008 through the acquisition of a 23% share in worldwide corporate travel company, Hogg Robinson Group (HRG) and 49% acquisition of the global outsource provider, Mind Pearl.

In December, 2010, dnata acquired Alpha Flight Limited, expanding the company even further to cover a total of 73 airports in 38 countries. dnata’s customer focus and unyielding commitment to the highest standards in the travel and tourism industry have contributed to the business receiving over 30 awards including the prestigious ‘World’s Leading Travel Management Company’ award in both 2009 and 2010 by the World Travel Awards.

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Contact Information:

dnata
P.O. Box 1515
Dubai,
United Arab Emirates

http://www.dnata.com

Helen Ward

Tel: +971 (0) 4 708 2144

Mob: +971 (0) 50 950 8152

helen.ward@dnata.com

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