The Virgin America name is being permanently grounded.
Alaska Airlines, which bought the airline for $2.6 billion last year, said on Wednesday it has decided to ditch Virgin America’s brand name and logo sometime in 2019.
However, it will hang on to certain signature features, like mood lighting, music and enhanced in-flight entertainment.
“While the Virgin America name is beloved to many, we concluded that to be successful on the West Coast we had to do so under one name – for consistency and efficiency, and to allow us to continue to deliver low fares,” said Sangita Woerner, Alaska Airlines’ vice president of marketing.
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