ALASKA Airlines is 90 years old but its name is a heritage, reflecting its origins in the 49th state. Alaska Air Group (AAG) — the holding company for the mainline airline and Horizon, the regional airline — has been head‐quartered at Seattle since the late 1950s and the vast majority of its operations are based in the Pacific North West and California. Culturally, it is very West Coast: “Care” is its official buzzword, permeating its branding and employee communications. (With David Neeleman’s Breeze proclaiming that it is “nice”, US airlines seem to be on a mission to rescue the industry’s image.)
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