Eastern Airlines Is Back (Again) With a New Strategy and Rebrand

The once storied carrier tries a different approach

a rebranded eastern airlines plane
Among the changes at the revived Eastern Airlines is new destination-specific prints on its aircraft. Conceptual photo from Eastern Airlines

During its heyday, Eastern Airlines was one of the original Big Four domestic carriers, before folding in 1991. This January, it is returning to the skies, beginning with a route to Guayaquil, Ecuador out of New York’s JFK International Airport. It’ll also serve Georgetown, Guyana and Jinan, China (pending the resolution of political tensions between the U.S. and China).

@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.