PAL rebrands Airphil Express
Philippine Airlines’ (PAL) low-cost unit, Airphil Express, has been rebadged as PAL Express.
Effective today (15 March 2013), the national carrier will commence a complete rebranding exercise of the low-cost carrier, including changes to the Airphil Express aircraft liveries to bring them more into line with PAL. All aircraft will now use PAL’s ‘rising sun’ tailfin logo, in place of the old branding, which featured the orange head of a Philippine eagle, with blue and yellow stripes.
Along with the rebranding, PAL Express passengers will now be offered complimentary snacks, drinks and reading materials onboard flights, standardising the services offered by PAL. The low-cost unit will also be brought into PAL’s Mabuhay Miles frequent flyer programme, enabling members to earn miles on PAL Express flights.
“It’s not just a name change, but an alignment of two standards into one. With this rebranding, PAL and PAL Express will be full service carriers in terms of service, but LCC in terms of managing costs,” said PAL’s President, Ramon Ang.
Despite the rebranding, PAL and PAL Express will remain independent companies, with all PAL Express flights continuing to be operated by former Airphil Express pilots and flight attendants. PAL added however, that PAL Express staff, including cabin crew and sales agents, will undergo training in the new company standards.
Airphil Express currently operates a fleet of 22 aircraft to more than 30 domestic destinations, plus Hong Kong, Kuala Lumpur and Singapore. The latest rebranding exercise won’t be the first time Airphil Express has changed its identity; the airline was founded in 1995 as Air Philippines, before becoming PAL Express and then Airphil Express.