Air Pacific reverts to original Fiji Airways name

Fiji government-controlled Air Pacific is reverting to its original name, Fiji Airways, to better reflect its role as the national carrier.

Managing director David Pflieger says while Fiji Is well known around the world as a holiday destination, the airline’s association with Fiji Is not.

“Our current name and brand are not working,” he says.

“They are not recognised, they are not notable and they don’t help us sell tickets or fill our seats with passengers coming to Fiji.”

Fiji is heavily dependent on tourism, which makes up a third of the economy, and it is targeting China, the US and Canada as growth markets beyond the tradition sources of New Zealand and Australia.

The airline was last called Fiji Airways between 1958 and 1970, changing its name to Air Pacific to reflect its expanded regional presence.

In a ceremony in Suva attended by Prime Minister Frank Bainimarama and other senior government and company officials, the airline also announced the rebranding would coincide with the delivery of three new A330-200 aircraft in 2013.

It is the first time in the airline’s 65-year history that it has bought new aircraft rather than leasing or flying old ones.

Air Pacific is 51% owned by the Fiji government, with Qantas Airways holding 46.3%.

The next biggest shareholder is Air New Zealand with nearly 2%. The governments of Kiribati, Tonga, Samoa and Nauru hold less than 1% in all.

The Fiji government recently announced it was strengthening its position on the board and reducing the influence of Qantas.

In recent years Air Pacific has turned around its financial performance, reducing its losses from $F91 million in 2009/10 to $F3 million last year.

It flies routes to 15 cities in 10 countries, including the US, Hong Kong, Australia and New Zealand, using a fleet of six jet aircraft.

It also runs an island-hopping airline Pacific Sun.

Together they carried a total of 1.1 million passengers in the March 2011 financial year.

This was up 3% and boosted annual revenue by $F40 million, while non-fuel costs were reduced by $F40 million.
 

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13 Comments & Questions

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maybe they should change service standards
pathetic airline to travel in

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I couldnt agree more..Travelled with them on my way back from LA a year ago..Absolutely Apalling.. Improve your service Air Pathetic!!!

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Not so good, Frank's Fiji Freightline

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It's so unfortunate that the current government leaders appears to be so gullible by agreeing to almost all changes proposed to them by the current chief executive officer of this airline. The airline was ably managed by competent and experienced an Aussie until recently when taken over by a yankee who has no experience in international aviation. Ask the qualified locals who are very exprienced and know better than this amature. His strength is lobbying the current gullible government of Fiji to support his ideas and ideologies without any review or second thought by the govt.
What's in the name - it has no tangible impact on the bottom line. What matters is 'how' you make money and not coming up with superficial changes that will only spoil, if not ruin, Fiji's only international airline.
I beg the current Fiji leaders to please tap into some local qualified aviation personnel who has the interest of their national airline at heart and ready to step in provided they are called upon.

tralian

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You seemed the expert in the airline industry how about u go and run the company than u realise how tough things are. I bat u are one of thoae person that lives with your parents and no everything.

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Maybe Pathetic but she has survived 70 years of hard turbulance compared to some US and European carriers giving so much false marketing and deception only to be liquidise by the worsening world financial crises. Good on you Air Pacific for flying within your means, afterall you are a economy marketed airline taking safety over comfort as priority. Not a single disaster in its 70 years in existance woop woop Horray...let others put you down but when it comes to my safety i know exactly which airline i'd be flying with :-D...Never so proud cant wait to board your plane in Hong Kong next month...don't worry about entertainment my laptop will be preloaded with all the movies i need and periodicles to read.

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The only reason it has survived is through Qantas patronage. Without Qantas it would be history like the long departed Polynesian Airlines. Qantas saved it from bankruptcy way back in 1985. A third world country of barely 1 million people that is prone to military coups with an airline that operates B747s to LAX and HKG. How was that achieved? In a word; QANTAS

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Pink shirt will be running to the board tomorrow and asking to bring back T.E.A.L

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It is clear from the comments here that they are from airline insiders, no doubt Air New Zealand staff.

I have flown Air Pacific half a dozen times. Would choose them over the competition. Good food and I have always arrived on time.

Given airlines are just buses now, I couldn't ask for more. Anyone that needs more than a 'bus' to get to Fiji/Pacific is obviously living in the deluded air travel of the 1980s.

Their pricing has always been more competitive as well.

The fact Air Pacific has survived with a tiny population base all these years, is an achievement in itself.

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flew AKL to LAX and back with them in 03 and up to Fiji plenty of times... as good as any considering, re branding is a long time overdue

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let us see if names can evoke magic,, or if they can push people inside planes......
Air Pacific is like goyernment orientated

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Good Airline to travel - arrives in time to the destination.

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Actually the CEO has a pretty impressive CV. you should check it out sometime .... he has also trained as an aircraft engineer, a pilot, a lawyer and has an MBA.... oh and he has run other airlines before :)

what local will be able to match that ? credit where credit is due .... hopefully his vision for the airlines pays off ...

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