The Horizon Air name is on its way into the aviation history books as a standalone brand. The regional carrier announced today that it will start to “retire its public brand and adopt Alaska Airlines’ Eskimo.”
The Seattle Post-Intelligencer writes “Horizon will repaint its Q400s with a new scheme saying ‘Alaska’ across the fuselage, with Alaska Airlines’ Eskimo on the tail. The plane will continue to include the Horizon logo, in Alaska’s dark blue color.”
Horizon Air will remain a regional airline, but will now fly more closely under the Alaska Air umbrella.
The Post-Intelligencer says the “changes to Horizon follow up on an August announcement that Horizon would hand over control of its flight planning, marketing and sales to Alaska Airlines on Jan. 1. At the time, Horizon President Glenn Johnson said executives were looking ‘at the costs versus benefits of maintaining the Horizon brand from an external perspective.’ “The News Tribune of Tacoma also explains the change, writing: “Horizon will provide aircraft and flight crews to Alaska under a capacity purchase agreement. Under that arrangement, Alaska will pay Horizon a fixed cost for flying a route with Alaska reaping the rewards or the losses from that route based on fares and tickets sold.”
NYC Aviation notes “most regional affiliates of larger airlines follow similar models.”
Horizon was founded in 1981 and acquired by Alaska Air in 1986. The carriers each maintained separate operations, though the News Tribune notes they “sold their flights on a common website and operated their flights in close cooperation with each other.” Horizon will repaint its entire Q400 fleet with the new livery, with the first aircraft expected to be flying in the new colors in February.
Alaska Air adds that “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. The brand transition will be completed as soon as is practical. During this time, some new Q400s being delivered to Horizon may fly without color until painting can be scheduled.”
Alaska Air says the new setup will allow the carriers to cut costs by streamlining some redundant operations.
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