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

The once storied carrier tries a different approach

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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).

Eastern’s leadership is betting that there’s an audience for long-distance flights to underserved, secondary markets often not viable for major carriers.

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