Hawaiian inter-island carrier Island Air is embarking on an image and brand overhaul to accompany the replacement of its existing fleet of Bombardier...

Hawaiian inter-island carrier Island Air is embarking on an image and brand overhaul to accompany the replacement of  its existing fleet of Bombardier Dash 8-100 and Dash 8-200 turboprops with ATR 72s and ATR 42s, which begins in August.

According to Island Air (whose official name is Hawaii Island Air), the re-branding will encompass every aspect of the airline. It will include creation of an enhanced website and a new aircraft-livery design, featuring a new logo mark and brand identity.

Hawaii's Island Air embarked on a re-branding exercise in 2011, with a new livery for its aircraft forming a major part of the image overhaul. The re-branding was scheduled to come into effect from August 2012, as the carrier put into service the first of a group of 50-seat ATR 42 and 70-seat ATR 72 turboprops it was inducting to replace the 37-seat Dash 8-100s and Dash 8-200s which Island Air previously operated. This an artist's impression of how Island Air's ATR 72s and ATR 42s look in the carrier's new livery

Island Air says the ATR42 and ATR72 turboprops it is receiving – these are thought to be used aircraft, not new – will be more fuel-efficient and will carry more passengers than the Dash 8s which the airline is replacing. (The Dash 8-100 and Dash 8-200 normally carry a maximum of 37 passengers, while the ATR 42 normally carries a maximum of 50 and the ATR 72 a maximum of 74 passengers.)

“We’ve been working on our new business model for well over a year and today, for the public’s first time viewing, we’re delighted to unveil our new look marking our new beginning,” said Lesley Kaneshiro, CEO of Island Air on July 19.  “We will be the first to operate this comfortable ATR72 Jet-Prop aircraft in Hawaii and with additional aircraft delivery on the horizon, we’ll be Hawaii’s fastest growing inter-island carrier.”

Island Air has operated as a regional airline on Hawaiian inter-island routes for more than 30 years.

The changes and additions to Island Air’s brand will take place incrementally, with completion of the re-branding targeted for completion in the fall.

Founded in 1980 to provide scheduled service between Princeville and Honolulu, the airline now offers 352 weekly flights linking the islands of O’ahu (Honolulu International Airport), Maui (Kahului Airport and West Maui’s Kapalua Airport), Molokai (Ho’olehua Airport), Lana’i (Lana’i City Airport), Kaua’i (Lihue Airport), and the Island of Hawai’i (Kona International Airport).

For reservations, flight information, and membership in Island Air’s Cloud 9 Customer Rewards Program, visit www.islandair.com.

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