Strategic gears up for November 15 relaunch as Air Australia

By David Flynn, November 1 2011
Strategic gears up for November 15 relaunch as Air Australia

UPDATE | February 17, 2012 | Air Australia has shut down after running out of cash. All planes have been grounded and all flights cancelled, leaving thousands of passengers stranded as administrators step in to take control of the airline. Read our latest story for more details.

PREVIOUS |  Strategic Airlines will officially relaunch on November 15 as Air Australia, promising “the start of heightened domestic competition and lower international air fares”.

The Brisbane-based airline will showcase its new lime-and-white Air Australia livery in the flesh – or rather “in the metal”, on an Airbus A320 – and reveal the matching cabin crew uniforms at an invitation-only media launch to be held this Thursday morning, November 3.

Trumpeted as a reveal for “Australia’s newest airline”, the Airbus will sport a stand-out green and gold livery designed by CumminsRoss and derived from the new Air Australia brand.

“The challenge was to convey a modern Australian aviation product, for a company with its own heritage and an instant sense of familiarity and like-ability” explains CumminsRoss’ Sean Cummins.

“The Air Australia symbol is a stylised boomerang, the most striking icon of flight in the Australian lexicon. Because of the company’s strong history as a defence force charter company we have also incorporated the rising sun, also a strong Australian symbol also found on the Australian Army badge.”

“Green is our key colour with a hint of gold and subtle silver-grey representing gum trees, koalas and grey kangaroos.”

Strategic hopes the eye-catching look will help boost awareness of the airline ahead of a planned mid-December launch of services to the US.

Air Australia will initially run two flights per week from Melbourne and Brisbane to the USA, although due to the use of mid-range A330s, in this instance USA means 'Honolulu', with an onwards connection to the mainland via a US-based partner.

The airline also intends to begin flying four times daily on the domestic trunk route between Brisbane and Melbourne by December.


David Flynn is the Editor-in-Chief of Executive Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.

20 Apr 2011

Total posts 19

Are they still looking to launch a frequent flyer program?

24 Oct 2010

Total posts 2550

Yes, but they've said it will be much simpler than most airlines' FF plans – it'll be more like those 'coffee cards' you get fom your local cafe, where you fly nine times and get the tenth flight free. (Not kidding!).

Qantas - Qantas Frequent Flyer

19 Aug 2011

Total posts 167

Gone in six months, it needs business traffic to survive and deep pockets to sustain the first few years of losses

13 Feb 2011

Total posts 31

Will this be a full service airline? 

24 Oct 2010

Total posts 2550

Nope, they're going the full LCC route (although biz class would still be full service, natch).

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