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Midwest Airlines Brand To Disappear
The Midwest Airlines name will cease to exist under a plan to merge the brand with its sister carrier, Frontier Airlines.
"It's been a tough call. It was made on hard facts," Republic Airways Holdings Inc. CEO Bryan Bedford said of the decision.
Management of Midwest’s parent company, Republic Airways Holdings Inc., revealed details of the long-awaited brand merger Tuesday at the Midwest Airlines’ maintenance hangar at General Mitchell International Airport in Milwaukee, Wisconsin.
Republic purchased Midwest and Frontier in separate deals last year.
The Frontier name had always been the front-runner among airline industry observers because Frontier was the larger, more recognizable airline. Its tail-fin animals have attracted passionate fans for the carrier. With the decision, Bedford said the airline was adding a badger, Wisconsin's state animal, to its animal lineup.
The Midwest brand, however, is not going to be fully retired. Cookies will remain offered on flights, Bedford said.
The cookie, he said, transcends economics.
Republic also announced a growth strategy for 2010, including 10 new destinations from its Denver hub and five more from its Milwaukee hub, a seven percent increase in seat miles.
More details are available from the Milwaukee Business Journal.
Rich Rovito writes for the Business Journal of Milwaukee. David Schuyler writes for the Business Journal of Milwaukee.
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