Alaska Airlines is taking another step towards becoming a top-tier global carrier by unveiling new routes and a fresh livery exclusively for its B787 fleet. The airline is attempting to balance maintaining brand consistency with introducing new elements, and only time will tell if they succeed. In the meantime, aviation enthusiasts have a new aircraft design to admire. The B787-9s will be relocated from Honolulu to a new crew base in Seattle, sporting a livery that replaces the familiar Chester on the tail with a stylized Northern Lights design. This change aligns with Alaska’s strategy to brand these aircraft for long-haul flights, as they are not suited for island routes.
I had a chat with Eric Edge, Alaska’s Vice President of Brand & Marketing, to understand the airline’s vision. He compared this move to Starbucks Reserve, a premium brand expression. While the core Alaska fleet will retain its current look, the B787-9s will showcase this new design to signify a more upscale experience. Unlike other airlines with distinct regional brands, Alaska maintains a unified brand identity, even if the onboard experience varies. However, details about the interior upgrades remain under wraps for now.
While the new livery is visually appealing and the Northern Lights theme is a nice touch, I question the decision to retire Chester. A more international vibe could have been achieved without losing this iconic element. The intricate design will likely increase painting costs and time, but it does add a unique flair. As Alaska continues to evolve, it will be interesting to see how this branding strategy unfolds. #AlaskaAirlines #AviationNews #TravelTrends
Originally reported by Cranky Flier Read More
