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Northern Pacific Airways to rebrand as New Pacific Airlines

  • Business Traveller 11 September 2023

Start-up carrier Northern Pacific Airways has announced plans to rebrand, following the threat of legal action by BNSF Railway.

The largest freight railroad in the United States owns the Northern Pacific Railway trademark, as a result of the merging of several companies in the early 1970s.

Faced with the threat of trademark litigation Northern Pacific Airways has decided to rebrand, with a post on the carrier’s official X page stating:

“Big news from us! Subject to regulator approval. Say hello to New Pacific Airlines. Same great service, same mission. Spread the word! We can’t wait to see you on board. Book now at Retweets appreciated!!!”

The rebrand is the latest setback for the Alaska-based airline, which in January 2022 announced plans to launch transpacific routes through its hub in Anchorage.

The war in Ukraine – and the subsequent closure of Russian airspace – forced the carrier to rethink, and it eventually launched domestic flights between Las Vegas and Ontario in July this year.

The airline currently has a fleet of four B757-200 aircraft featuring the Northern Pacific name towards the front of the fuselage which will presumably need repainting once regulator approval is granted.

It’s thought the new name was chosen partially as it will not require a revamp of the carrier’s “N” logo which appears on aircraft tailfins and marketing material.

Marcel van Noordenne

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