Air Canada is eliminating the Jazz brand in favor of an Air Canada express moniker for its regional flights. Rollout is expected to launch May 1 on its new Toronto Island route.
According to the Financial Post:
The rationale for creating the new brand is to harmonize the flying provided by both Sky Regional and Air Canada’s traditional regional partners — mainly Chorus Aviation Inc. through its subsidiary Jazz Aviation LP — a source familiar with the plan said. The source also said the aim would be to eventually fold any new regional partners under the same “express” umbrella.
The Jazz branding was created in 2001 for similar reasons. Air Canada had recently accquired Canadian Airlines, and wanted to place its regional flying partners under one brand.
Air Canada stated the the rebranding will help passengers have a clear expectation of the scope of services that will be provided, including plane size and crew. It will also help differentiate from mainline service and its unannounced low-cost carrier that likely will be launched later in 2011.
Air Canada operated “Air Canada Tango”, a low-cost subsidiary, from 2001 to 2003.