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Wed., Jan. 26, 2011, 5:06 p.m.

Goodbye, Horizon, and welcome to life as a shadow under Alaska’s wings

Seattle-based Alaska Airlines is converting all Horizon Air airplanes to its own brand, starting this month, the company announced.

The change is part of a trend among regional air carriers, said Alaska Airlines spokeswoman Bobbie Egan. She emphasized the two airlines are not merging. Horizon has operated as a separate second airline inside the Alaska Air Group.

That trend is to provide a specific regional airline partner that works closely with a major airline. Horizon will take on that fully regional role, according to a press release on the Alaska Airlines site.

Alaska acquired Horizon Air back in 1986.

Egan said Horizon will continue as a fully separate company with its own executive team. The shift will allow Horizon to market itself with the “higher profile” of the Alaska brand, said Egan

Horizon schedules won’t change and passengers will see little impact on operations, she said. Planes will be repainted so that the Alaska Airlines Eskimo image will be added to Horizon aircraft. The sides of all Horizon planes will have the airline’s name next to a larger “Alaska Airlines” logo.

For the full release, try here.


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Tom Sowa
Tom Sowa covers technology, retail and economic development and writes the Office Hours blog.