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Wed, Aug 21, 2013

AirAsia Rebrands As 'Vanilla Air'

Airline President Says 'Everyone' Loves Vanilla

AirAsia, the low-cost option offered by All Nippon Airways (ANA), has rebranded as Vanilla Air after over 200 new names were considered for the airline.

The U.K. newspaper The Telegraph reports that airline president Tomonori Ishii said during a news conference in Tokyo that the name is "very cute." "We chose vanilla as our brand name because it is popular and loved by everyone in the world," he said to reporters.

The airline will begin operations under its new name and livery in late December flying two airplanes leased from ANA. The target market is people travelling to holiday resorts in Asia.

When the airline was established as a joint venture of ANA and Malaysia-based Air Asia, it was AirAsia Japan.  After being purchased outright by ANA, the name change was deemed necessary.

Of course, 'vanilla' carries a different connotation in the U.S. and some other western countries ... one that conjures an image of 'bland' or 'ordinary.' That may not be of much consequence, however, given that the airline apparently will be operating exclusively in Asia.

FMI: www.ana.co.jp/asw/wws/us/e

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