(11/4/2011)
Australia’s Strategic Airlines have announced plans to rebrand and re-launch themselves as new budget carrier serving Australian domestic and regional destinations.
“Air Australia” – the name of the soon-to-be-launched airline, will sport a green and gold livery – colors considered to be iconic in Australian sports.
Air Australia is expected to take flight before the end of 2011.
Strategic Airline will abandon its current name and branding. Gone also will be the “full service” model of passenger service, ditched as the airline will now go after the lower-fared budget class traveler.
In terms of overseas destinations, Air Australia will initially focus on Phuket, Bali and Hawaii
Strategic Airline commenced operations in 1991 with airfreight brokering business developing into a charter operator, before embarking in more recent years into scheduled passenger air services.
The announcement of Strategic’s new business plan as Air Australia comes at a unique juncture in Australia’s aviation history. Air industry stalwart Qantas, besieged with labor problems that grounded the entire airline in October, is claiming it cannot remain economically viable with its current business model in the midst of intense competition from budget carriers in the region.
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