Thu, Jan 27, 2011
Re-Branding Part Of Overall New Business Model For The Regional
Carrier
After 32 years of operation, Horizon Air announced Tuesday it is
retiring its public brand and will adopt the trademark Eskimo of
its sister company, Alaska Airlines, on its fleet. The change
follows a shift made earlier this year to a new business model that
aligns more closely with the rest of the regional airline
industry.
"While our livery is changing, many other important things
won't," said Horizon Air President Glenn Johnson. "Horizon will
remain focused on meeting customers' needs and providing a
memorable experience, including our genuine, personal service and
free onboard Northwest wine and microbrews."
As part of the brand change, Horizon's Bombardier Q400 fleet
will be repainted with a new paint scheme prominently featuring
"Alaska" across the fuselage and the Eskimo on the tail. And while
the brand change has no direct effect on customers, travelers will
begin to see changes to airport signage, advertising and planes
starting next month. Horizon says the brand transition will be
completed as soon as is practical.
Horizon has had a separate brand since Alaska Air Group acquired
the airline in 1986. Its existing brand, a stylized sun, has been
featured on Horizon planes and at airports since 1991.
The airline began the transition to a new business model called
a capacity purchase agreement (CPA) on January 1. Under this
arrangement, Horizon operates and maintains its aircraft while
Alaska is responsible for scheduling, marketing and pricing all
flights. Horizon markets, most of which provide feed traffic to
Alaska Airlines, will continue to be served under the new CPA
business model.
The changes to Horizon's brand reflect a common industry
practice followed by regional airlines that conduct all of their
flying for a major carrier partner.
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