Business
Caribbean Airlines to remove Air Jamaica signage from aircraft
Air Jamaica brand facing extinction.
In May 2011, Trindad & Tobago base Caribbean Airlines officially acquired a financially strapped Air Jamaica. The acquistion gave Air Jamaica a new lease on life, and Caribbean Airlines pledged to operate it as one of two brands.
Caribbean Airlines decided to re-launch the carrier at the time, with a new paint scheme that kept the Air Jamaica’s logo on top of Caribbean’s logo. Air Jamaica’s fleet would focus more on the leisure market and Caribbean Airlines on business travel, airline officials had said at the re-launch.
Caribbean Airlines Ltd., was recently instructed to drop Air Jamaica’s signage from its aircraft because its not licensed to operate two brands under its operating certificate.
Reaction to the possible loss of a well-loved image is mixed amongst the Jamaican community.
Sunrise photographer David Muir said Caribbean Airlines’ decision to keep the Air Jamaica brand was good for business initially but letting it go probably means “it’s no longer good for business.”
Muir, a self-described “Air Jamaica fanatic” said he’s only flown the carrier to Jamaica and many times to capture photographs like the ones featured in his book “Pieces of Jamaica.”