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Official: Alaska Airlines drops “Proudly All Boeing” slogan as fleet evolves

Zach Griff

1 day ago

ZACH GRIFF

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Alaska Airlines may share Seattle roots with Boeing, but it no longer flies an exclusively Boeing fleet.

For years, the Seattle-based carrier proudly branded its mainline Boeing 737s with the slogan “Proudly All Boeing.” That tagline, however, is no longer technically accurate.

Since acquiring Hawaiian Airlines, Alaska has operated a mixed fleet that includes Airbus A321s and A330s alongside its Boeing jets. And now, the airline is officially acknowledging that reality.

Alaska is dropping the “Proudly All Boeing” slogan and replacing it with a new one: “Proudly Boeing.”

The updated tagline will debut on the airline’s stunning new Boeing 787 Dreamliners and will likely be applied to existing Boeing 737s as they cycle through heavy maintenance and repainting.

First pictures: Alaska Airlines’ striking new Boeing 787 livery

Alaska Air Group CEO Ben Minicucci told me the change is about being “honest” and “accurate” with customers.

The airline plans to keep the Airbus A330 fleet for years to come. Those wide-body jets will be based primarily in Honolulu and will continue flying in Hawaiian Airlines’ legacy livery.

Still, Alaska owns those aircraft — and calling itself “Proudly All Boeing” no longer reflects reality. The carrier also inherited 18 Airbus A321s as part of the Hawaiian merger. While those planes remain in service for now, some industry observers expect Alaska to eventually phase them out to streamline operations around the Boeing 737.

This isn’t the first time Alaska’s fleet strategy has complicated its branding.

The “Proudly All Boeing” slogan also became inaccurate after Alaska acquired Virgin America and its all-Airbus fleet in 2016. At the time, Alaska worked to gradually retire those aircraft and ultimately returned to an all-Boeing mainline fleet in 2023.

This latest branding shift also comes just after Alaska placed a blockbuster order for 110 new Boeing aircraft — including 105 Boeing 737 MAX 10s and five Boeing 787-10 Dreamliners — reinforcing its long-term commitment to Boeing, even if it’s no longer an exclusive one.

Zach Griff Author

Zach Griff is a travel expert who’s covered airlines, loyalty programs, credit cards, and travel tech for nearly a decade. He’s visited 60+ countries and regularly shares his insights across Instagram, TikTok and X — and at From the Tray Table.