olddominion727
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Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 2:45 am

When was the date they officialy rebranded to their current names? What was the purpose of formally changing their names and did it pay the divadends they were hoping for
 
USAirALB
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 3:19 am

They announced the name change to US Airways on November 12, 1996.

Original press release:

http://web.archive.org/web/199612050...://www.usair.com/news/nw_11_14.htm

Interesting to see they applied for LHR-BOS/PIT/CLT/PHL
__________________________________________________________________________________________
NEW YORK, N.Y., November 12, 1996 -- In a major expression of its evolving position among domestic and international airlines, USAir said today that early next year it will become US Airways and that its newly painted aircraft will carry a stylized version of the nation's symbol as a proud marker of quality and innovation.
The new corporate identity theme will be carried throughout the airline, from redesigned airport terminals to ticket jackets, from a new frequent traveler program to new aircraft interiors and a new onboard magazine.

"US Airways will be the airline of choice, providing the highest levels of service for passengers, whether they want to go 400 miles or 4,000 miles. That is our commitment, and we are expressing it today in our name, our colors and, above all, in the symbol we will carry," said USAir Chairman and CEO Stephen M. Wolf.

"This is an airline that has made great strides in recent months in its operational efficiency, in the development of its international route structure and in its financial performance. It is time to say to the world, and to ourselves, who we are and what we intend to become," Wolf continued.

"Our customers want us to be tasteful and contemporary, and we will be. Our customers want us to be proficient and reliable, and we will be. Our customers want us to be dedicated and understanding, and we will be."

Key components of the new program include:


A change in name to US Airways and the adoption of a stylized version of the nation's flag as its symbol, effective early in 1997.

A color theme for the exteriors and interiors of aircraft, for airports, for published materials and every other expression of the airline. Aircraft will be painted deep blue and medium gray with accent lines of red and white. The flag symbol, in light gray, will be on the tail of every aircraft.

A premier level of international business-class service -- Envoy Class-- that will feature sleeper-type seats with in-arm videos, telephones, an industry-leading 56-inch pitch and first-class style meal service. A special Envoy Class lounge will open at the airline's main international gateway in Philadelphia.

New first class seats on all longer-haul planes used in domestic service, designed both for the comfort of the passenger and for a new sense of spaciousness aboard the aircraft. All first class cabins are being expanded, whether in short-haul or longer-haul domestic service.

A redesigned frequent traveler program, known as Dividend Miles, that creates a top-tier level of benefits for those who fly more than 100,000 miles annually. These members, at the Chairman's Preferred level, will receive free club memberships, upgrades, and special reservation and airport services.

Refurbished cabins in all aircraft to make carpets, sidewalls, seat coverings and luggage bins consistent throughout the fleet.

Telephones in every aircraft.

A new onboard magazine, to be called Attaché.
The entire program is the outgrowth of an intensive analysis of the airline's position within the industry and the desires of its customers. Numerous focus groups and other consumer studies contributed to the process.
Note to editors:Photographs are available from PR Newswire and information and digital photos are available on the USAir Web Site, http://www.usair.com.

FACT SHEET
WHAT IS CHANGING?

*US AIRWAYS will become the name of the airline, effective early 1997.

* THE SYMBOL of the airline will be a stylized version of the nation's flag, representing both the highest of goals and the intent to be national and international in scope.

* AIRCRAFT will be repainted deep blue and medium gray with red and white accents and will carry the symbol on the aircraft tail. The entire fleet will carry the new colors within three years.

* AIRPORT interiors, counters and lounges will be redesigned to reflect the new livery.

* TICKET JACKETS, ground vehicles, aircraft interiors and anything else the traveler sees will carry the new name and color plan.

* ENVOY CLASS will become the new international business class service, featuring new sleeper-type seats, telephones, in-arm videos, increased space between rows and enhanced meal service.

* DIVIDEND MILES becomes the name of the frequent traveler program, which will add a new premier classification -- Chairman's Preferred -- for customers who fly more than 100,000 miles per year. These travelers will receive free club memberships, upgrades and special reservation and airport service. Other categories of membership -- Dividend Miles, Dividend Preferred and Dividend Preferred Plus -- will continue to receive the same benefits as under the corresponding levels in the existing program.

* FIRST CLASS cabins will be expanded throughout the fleet, with new seats for longer-haul domestic aircraft.

* TELEPHONES will be installed in every aircraft.

* ATTACHÉ becomes the name of a new on-board magazine.

* INTERIORS of all aircraft will be refurbished to common standards for seats, overhead bins, carpeting and sidewalls.


FACT SHEET
RECENT DEVELOPMENTS

* A major order of up to 400 aircraft from Airbus Industrie -- 120 firm orders, 120 orders to be reconfirmed and 160 open-ended orders. These orders, which are dependent on the airline achieving a competitive cost structure, are for the Airbus A319, A320 and A321 aircraft, all narrow-body planes for use in the airline's domestic fleet. They will use a common type of engine, which has not yet been selected. This single family of aircraft, using one type of engine, will replace four different types of older aircraft using three different engines. The result is a much younger, simpler, cost-efficient fleet.

* The airline has applied to serve London's Heathrow Airport from the gateway cities of Boston, Charlotte, Philadelphia and Pittsburgh. In addition to existing service to Frankfurt and Paris, three other major international routes added this past summer -- between Philadelphia and Madrid, Munich and Rome -- all have performed beyond expectations. With the addition of these flights, Philadelphia emerges as a significant East Coast international gateway.

* On-time performance has improved markedly following introduction of new procedures -- generated through a joint employee-management task force -- designed to ensure that planes depart the gate when scheduled. Other joint task forces are at work on issues ranging from customer service to handling of baggage.

* Notice has been served to British Airways that the code-share agreement between the two airlines will be terminated in March, 1997. This action follows the decision by British Airways to develop a mega-alliance with American Airlines. USAir has sued British Airways for breach of contract and has sued both airlines under antitrust laws. The suit is being heard in federal district court in New York City.

* Priority Travel Works -- the airline's personalized individual computerized booking system -- is being used by thousands of frequent travelers and has been recognized as an industry leader. Electronic ticketing also is being used by thousands of passengers daily. Other technological advances are improving customer service in the frequent traveler and reservations departments.
E135/E140/E145/E70/E75/E90/CR2/CR7/CR9/717/732/733/734/735/73G/738/739/752/753/762/772/77W/319/320/321/333/343
 
UALFAson
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 3:26 am

Ah, behold the power of Wikipedia!

USAir implemented the US Airways rebranding at the beginning of 1997 to coincide with a huge aircraft order with Airbus and as they continued their growth to Europe. The usage of the word "airways" was intended to give the airline more of an international feel and upgrade it in customers' minds from the mish-mash of regional airlines that had come together to form what was then USAir.

As to whether it was successful, I'm not sure there's an objective way to measure success or failure. It could certainly be seen as a smart idea to coincide a rebranding with a new livery and a huge new aircraft order to show customers and employees that the airline was entering a new, unified, international era (just as they introduced another new livery after the merger with America West). Even today, though, a lot of people still call the airline simply "USAir" but I don't think it really matters.
"We hope you've enjoyed flying with us as much as we've enjoyed taking you for a ride."
 
ha763
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 4:18 am

Hawaiian Airlines changed their name from Inter-Island Airways back in 1941. The plan was to expand into trans-pac operations, but then WW2 happened and all interisland operations were put under the control of the military. There have been no other name changes since then.
 
Jamake1
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 4:37 am

Quoting ha763 (Reply 3):
Hawaiian Airlines changed their name from Inter-Island Airways back in 1941. The plan was to expand into trans-pac operations, but then WW2 happened and all interisland operations were put under the control of the military. There have been no other name changes since then.

I believe the OP was referring to when Hawaiian rebranded from Hawaiian Air to Hawaiian Airlines and introduced their most recent a/c livery in January 2001.

Hawaiian Airlines Introduces New Corporate Image: New Livery and Logo Will Debut on Interisland Boeing 717 Fleet
HONOLULU, January 10, 2001 -- The familiar corporate logo that has represented Hawaiian Airlines for the past 28 years has been transformed into a more contemporary, eye-catching symbol of Hawaii's leading airline as Hawaiian prepares to introduce a new fleet of Boeing 717 aircraft into Interisland service.

The Hawaiian Airlines' logo, affectionately known as Pualani (Flower of the Sky), has been the corporate symbol of the airline since October 1973 when Hawaiian became an all-jet airline. Click here to view the new Pualani logo.

Hawaiian Airlines President and Chief Executive Officer Paul J. Casey today unveiled a new Pualani logo, as the first Boeing 717-200 to be built for Hawaiian Airlines was being painted with the new design at Boeing's Long Beach, California assembly plant. The first of 13 state-of-the-art Boeing 717-200s to be delivered to Hawaiian will begin service in March.

"The introduction of a new corporate image is symbolic of a new chapter in the history of Hawaiian Airlines," said Casey.

"In the past three years, we have transformed Hawaiian into a more competitive and sophisticated airline. In March we will receive the first of our new Interisland Boeing 717 aircraft -- the most modern, comfortable, environmentally friendly and cost-efficient aircraft of its type. We are proud to unveil a new symbol for Hawaiian Airlines that is in keeping with these major changes."

The new logo is an evolution of the original Pualani, which profiled an Island girl with a flower in her hair against a red hibiscus. In the new adaptation, the face has more character and represents the look of a 21st century Island woman.

Designed with input from the airline's employees, the new Pualani is intended to reflect Hawaiian's proud Island heritage with a sense of grace, elegance and caring. At the same time, her expression is seen to capture the strength, determination, spirit and confidence of the people of Hawaiian Airlines.

The new 717s will feature a distinctive new livery scheme using Hawaiian's traditional purple hues with the new Pualani logo boldly featured on the tail assembly.

The corporate identity scheme will be phased in throughout the company over the next 18 months. The new logo will not be applied to the company's DC-9-50s, which will be phased out by the end of the year. It will also not be used on Hawaiian's DC-10 fleet, which the company is planning to replace in the next few years.

The task of updating the logo was begun last year by an employee advisory group and executed by a design team at Starr Seigle Communications, the airline's Honolulu-based advertising firm, and Addison Branding and Communications of San Francisco.

Employee focus groups quickly established a loyalty to the Pualani logo, rejecting ideas of a completely new symbol. "It's evident that there is a deep emotional bond between the people of Hawaiian Airlines and Pualani," said Hattie Dixon, Senior Director of Advertising and Promotions at Hawaiian. "Pualani is more than an abstract image, she's a persona. She's not representative of any one individual. We each identify with her in different ways."

Founded in 1929, Hawaiian Airlines is Hawaii's first and largest airline, providing scheduled and charter air transportation of passengers, cargo and mail among the islands of Hawaii and between Hawaii and six West Coast gateway cities -- Los Angeles, San Francisco, Portland, Seattle, Las Vegas and Anchorage; and two destinations in the South Pacific -- American Samoa and Tahiti.

The airline will begin scheduled service to San Diego in June, 2001.

[Edited 2012-02-07 20:41:59]

[Edited 2012-02-07 20:44:07]
United's B747-400. "She's a a cruel lover."
 
28L28L
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 5:01 am

I believe that the "Hawaiian Air" titles were simplified to "Hawaiian" in 1986.
Source: airtimes.com (images of past timetables), also various pictures on this site.
Prior to the 1973 Pualani / Hibiscus colour scheme the titles also read as "Hawaiian".
 
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Polot
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 1:33 pm

Quoting UALFAson (Reply 2):
USAir implemented the US Airways rebranding at the beginning of 1997 to coincide with a huge aircraft order with Airbus and as they continued their growth to Europe. The usage of the word "airways" was intended to give the airline more of an international feel and upgrade it in customers' minds from the mish-mash of regional airlines that had come together to form what was then USAir.

Got to love marketing speak. Lets be honest, they only rebranded because USAir had a poor safety and service reputation. They have (fortunately) managed to lose to former reputation, but they still occasionally struggle with the latter.
 
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STT757
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 1:52 pm

Quoting poLOT (Reply 6):
Lets be honest, they only rebranded because USAir had a poor safety and service reputation.

I agree, the term "US Scare" was widely used in the early-mid '90s to describe the airline. That had to be a big part of their motivation to move to "US Airways".
Eastern Air lines flt # 701, EWR-MCO Boeing 757
 
VC10DC10
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 2:14 pm

Quoting STT757 (Reply 7):

I agree, the term "US Scare" was widely used in the early-mid '90s to describe the airline. That had to be a big part of their motivation to move to "US Airways".

Unfortunately, "US Scareways" then became a possibility  Yeah sure

[Edited 2012-02-08 06:15:10]
 
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hOMSaR
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 2:32 pm

Quoting VC10DC10 (Reply 8):
Unfortunately, "US Scareways" then became a possibility

Since air and scare rhyme, I don't think there's a good way for any airline to avoid such a nickname.
The plural of Airbus is Airbuses. Airbii is not a word, and doesn't even make sense.
 
FX1816
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 5:46 pm

Quoting hOMSAR (Reply 9):
Since air and scare rhyme, I don't think there's a good way for any airline to avoid such a nickname.

Nope, its not easy to escape, here are a few from back when I was at the airport, we didn't use scare though....

America Worst
SkyWorst
Useless Air.....Useless Airways

Pretty easy though I guess, just change up the West to Worst.

Back to the topic, I really wish that HAL would paint an A330 into the 1980s paint scheme, I think it would look pretty sharp.

FX1816
 
thegoldenargosy
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RE: Hawaiianair & Usair Rebranding?

Wed Feb 08, 2012 8:34 pm

Quoting STT757 (Reply 7):
I agree, the term "US Scare" was widely used in the early-mid '90s to describe the airline. That had to be a big part of their motivation to move to "US Airways".

Well there was good reason to call it "US Scare". In the five year period between September 1989 and September 1994, 220 people died in five crashes.

September 20, 1989 - USAir 5050, a B734, runs off the runway in LGA killing 2

February 1, 1991 - USAir 1493, a B733, lands on a SkyWest metroliner at LAX killing 22 on the B734 & 12 on the metroliner

March 22, 1992 - USAir 405, a F-28, crashes on take off from LGA killing 27

July 2, 1994 - USAir 1016, a DC-9, crashes on approach to CLT killing 37

September 8, 1994 - USAir 427, a B733, crashes on approach to PIT killing 132
 
aa757first
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RE: Hawaiianair & Usair Rebranding?

Thu Feb 09, 2012 2:41 am

Quoting olddominion727 (Thread starter):
What was the purpose of formally changing their names and did it pay the divadends they were hoping for

In addition to all of the reasons stated here, "Air" is usually associated with smaller regional carriers. US Air wanted to expand both domestically and internationally and adding "ways" was a solution. In the PHL area, though, people still refer to it as "US Air."
 
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PA727
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RE: Hawaiianair & Usair Rebranding?

Thu Feb 09, 2012 5:28 am

I agree, the term "US Scare" was widely used in the early-mid '90s to describe the airline. That had to be a big part of their motivation to move to "US Airways".

I was always much more fond of U.S. Aaaaghhh. "Everything we do begins with you.... and ends in flames.

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