Air Australia, formerly Strategic Airlines, reveals new branding

Air Australia has revealed (03-Nov-2011) its new-look livery and flight attendant uniforms, as part of its rebranding and remodelling exercise. The new-start airline, which commenced operations as Strategic Airlines in 2009, will retire its red, white and blue brand, former name and full service business model from 15-Nov-2011 to relaunch as a wholly Australian-owned LCC with the new name 'Air Australia'. Air Australia's first green and gold aircraft entered service on 04-Nov-2011. The airline will initially serve international leisure destinations Bali, Phuket and Honolulu and will continue to serve existing routes operated by Strategic Airlines. It will gradually transition its inflight product, web site, uniforms and airport facilities from 15-Nov-2011. The company has also been granted rights to operate services between Australia and China and the US, and is in the process of doubling its pilot base and recruiting new flight attendants. [more - original PR]

Air Australia: "Simplicity, value, operational integrity, genuine fares and service are our promise and all that we believe many Australian travellers want in order to get safely and enjoyably from A to B. Air Australia will avoid the massive product complexity of larger airlines as we do not want to be strapped down to charging our passengers ever higher fares to cover ever escalating costs. Many of our staff and advisors have extensive airline backgrounds and we have seen it all before, we understand the challenges of the industry and we understand the market," Michael James, CEO. Source: Company Statement, 03-Nov-2011.