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.

FMI: www.alaskaair.com