A computer generated image of the rebranded Fiji Link livery. Pacific Sun, which will become Fiji Link from mid-2014, will receive its brand new ATR72-600 aircraft in April. Photo: FIJI AIRWAYS
By JYOTI PRATIBHA
Fiji Link it is! Domestic and regional carrier Pacific Sun will be rebranded Fiji Link from mid-2014.
Polls were opened for Fijians to choose from four shortlisted names; Fiji Pacific, Fiji Connect, Fiji Regional and Fiji Link.
Fiji Link received an overwhelming number of votes.
Fiji Airways managing director/chief executive, Stefan Pichler, and Pacific Sun general manager, Shaenaz Voss, made the announcement on the rebranding in Nadi yesterday.
Also unveiled was the carrier’s new livery, which is similar to that of parent company, Fiji Airways.
The new brand will be adopted in mid-2014 after the arrival of Pacific Sun’s new ATR72-600 aircraft.
Also announced was the carrier plans to review its fleet in the coming months, with the arrival of the ATR72-600.
Pacific Sun to Fiji Link
Mr Pichler said Pacific Sun was an important part of Fiji Airways and there was a need for an integrated look.
“One of our strategic objectives is that we want to talk to the customers and to our people, so why don’t we ask them?” he said.
“We wanted to ask the Fijian people and our staff what they preferred. It’s the people who need to identify themselves with this airline.”
He said there was a clear majority for one name – both internally and from outside.
Ms Voss said people have spoken and they were happy with the choice.
“It is linking the domestic and the Pacific Islands. The people have spoken and we are happy,” she said.
The new livery
The repainting of all aircraft which are part of the Pacific Sun, soon to be Fiji Link fleet, this would be done gradually.
“The first new aircraft which will come with the new livery and name would be the latest addition to the fleet- the ATR72,” Mr Pichler said.
“After this, as and when aircrafts are replaced, with it, the old livery will be phased out and the new livery will be phased in.”
Mr Pichler said the decision to rebrand in this manner was done keeping in mind the cost involved in repainting the entire fleet, especially when there are discussions to introduce new planes to replace the older ones.
“This is a very cost conscious approach to redesign the aircraft. It would be stupid to put all aircrafts in the hangar for repainting,” he said.
The Fiji Airways earthy colour palette has been retained on the soon-to-be-adopted livery of ‘Fiji Link’ aircraft.
The ‘Fiji Link’ wordmark reflects its connection with Fiji Airways as does the use of the Teteva and the Makare motifs on the tail, which are a prominent part of the Fiji Airways brand.
New aircraft, new plans
Pacific Sun, soon-to-be Fiji Link’s, latest addition to the fleet comes in April.
Mr Pichler said if they decide to retire one of their aircraft in 2015, it would not be economically viable for them to invest in repainting it in 2014.
“Pacific Sun hasn’t had a brand alignment with its commercial position since its inception,” he said.
“Following the rebranding of Fiji Airways, we made it a priority to create a new identity for our regional carrier.
“Fiji Link will fulfill its role as an extension of the Fiji Airways network, carrying our customers throughout Fiji and beyond within the Pacific.
“Importantly, it will deliver all the Fijian hospitality and warmth customers expect when visiting our region.”
“As an important part of our regional network, the airline will embody Fiji’s position as a hub and gateway to the South Pacific.
“We are reinventing ourselves with this rebrand and once completed, our customers and the people of the Fiji will experience a new level of service excellence from Fiji Link.”