Hawaiian unveils new inter-island turboprop brand

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Hawaiian Airlines will name its new inter-island turboprop service 'Ohana and plans to initiate service to Moloka'i and Lana'i in the third quarter of 2013.

Hawaiian will begin daily service to the two cities with its 48-seat ATR 42 turboprop, which will fly out of gates 49 and 50 at Honolulu International Airport. Empire Airlines is contrated to operate the flights.

The new turboprop service will create up to 100 new jobs in Hawaii, says 'Ohana managing director Hadden Watt. Ground handlers and customer service representatives will be based at Moloka'i and Lana'i.

The aircraft livery, designed by Hawaiian designer Sig Zane, is based on Hawaiian's inter-island route map. It includes three patterns to represent ancestry, migration and family.

"The name 'Ohana perfectly captures the idea behind this service and the role it will play in our community. This new service has always been about making it easier for friends and families throughout the islands and from overseas to share time together," says Mark Dunkerley, chief executive of parent company Hawaiian Holdings.