Thorunn Howatt
Northern News Services

Yellowknife (June 17/02) - Canadian North wants a new look. It plans to paint its aircraft, take on a new brand-name, change its colours and revamp its whole image.

The Yellowknife-based airline introduced a new fare structure based on one-way flights, no-change fees and lower ticket prices. Base ticket prices were lowered all over Nunavut and the NWT.

Slashing regular fares is part of a Canadian North marketing strategy. Since the company's break from Air Canada and Canadian North less than two years ago, it has re-evaluated itself. It bought new aircraft and hired its own staff. It has been slowly changing its identity, investing in on its northern relationships.

"It's not a temporary initiative ... It's in response to what our market has been telling us for several years," said Canadian North's Kelly Kaylo.

The company is also re-assessing Aeroplan, a points-based travel reward system, but so far there are no steadfast plans to make any changes.

"It is not an effective loyalty program because both airlines have it," said Kaylo referring to competing airline First Air.

The Inuvialuit of the Western Arctic and the Inuit of the Eastern Arctic each own a piece of the airline through development corporations.