Banner carrier (Commercial Aviation)
A Banner carrier in commercial aviation is a marketing device used by air transportation firms and airlines. to collectively advertise a recognizable air travel company and business trade name, so it may easily be associated and understood (the halo effect) by the traveling public, and thus likely to gain a greater share of a particular segment of air travel sales.
Current examples of banner carrier branding and advertising campaigns, (though many others exist) are; United Express, Delta Connection and American Eagle (airline brand), which to the layperson are generally thought to be airlines; but in actuality are a collection of smaller lesser known, though fully certificated air carriers doing business as and carrying the banner, markings, aircraft livery, and logos, of a much more familiar air travel marketing brand franchise. As such these marketing brand franchises are and often, mistakenly and wrongly referred to as airlines, "regionals," or regional airlines within print media and uninformed air traveler circles, which in esscence is the ultimate goal of any successful marketing that shapes public relations and perception in a way and manner favorable to business
Recently, such marketing brands have increasingly become to be referred to as a virtual airline within the air transportation community and industry, although such manifestations have existed since the earliest years of the United States deregulation of the domestic airline industry within North America. Such marketing brands or "virtuals" can increasingly be found across Europe and the World since air travel regulatory considerations have been liberalized among many nations especially with the advent of the European Economic Community and the desire to promote business development by reducing restrictions upon air travel.
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