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Southwest unveils stunning new Hawaii-themed aircraft

April 28, 2023
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4 min read
Southwest Airlines Imua One Hawaii Livery-6
Southwest unveils stunning new Hawaii-themed aircraft
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Aloha, Imua!

Southwest Airlines unveiled its newest special livery airplane Friday during an event at Long Beach Airport (LGB), celebrating the fourth anniversary of its first commercial flight to Hawaii.

DAVID SLOTNICK/THE POINTS GUY

The new Boeing 737 MAX 8 is dubbed Imua One (after the rallying cry in the native Hawaiian language), and it's the airline's 14th state-themed paint job (including America's plane Freedom One, which is draped in the U.S. flag). However, it stands out as the first one with a design not centered around the state's flag.

DAVID SLOTNICK/THE POINTS GUY

Instead, the airline worked with Honolulu-based Osaki Creative Group and local Indigenous artist Herman Pi'ikea Clark to develop a comprehensive design incorporating various aspects of Hawaiian culture and values blended with Southwest's branding.

DAVID SLOTNICK/THE POINTS GUY

At an event with employees, media and officials from the city and airport, the airplane flew above the runway, circled around and landed to rounds of applause. Then, Southwest CEO Bob Jordan gave a presentation.

DAVID SLOTNICK/THE POINTS GUY

Hawaiian minister Kordell C. L. Kekoa performed a blessing and dedication, and airline employees and other dignitaries placed an oversized traditional lei over the aircraft's nose for a photo.

DAVID SLOTNICK/THE POINTS GUY

The design centers around eight elements that "represent concepts in Hawaiian culture that also align with Southwest values," the airline said in a press release.

DAVID SLOTNICK/THE POINTS GUY

According to the airline, the concepts are largely conceptual and abstract in their representation. They include:

  • Ohana (family).
  • Honu (turtle).
  • Aina (land).
  • Ama (support).
  • Hoku (star).
  • Kai (ocean).
  • Lokahi (unity).
  • Imua (forward).
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The symbols are arranged in bands spanning the aircraft over a color gradient that Southwest says is meant to evoke images of sunset — blending from yellow to red to blue. It also incorporates Southwest's branding.

Southwest Airlines Imua One Hawaii Livery-8
DAVID SLOTNICK/THE POINTS GUY

Imua One, with the tail number N8710M, is also the first aircraft in Southwest's fleet to feature its new cabin design, including power ports at every seat and larger overhead bins.

Following the Long Beach event, the airline will fly the new aircraft to Honolulu. It will visit each island to throw a celebration for staff members — a major morale booster as the airline continues to shake off the brand damage it incurred during a holiday season meltdown.

DAVID SLOTNICK/THE POINTS GUY

The airline’s 737 MAX fleet is particularly well equipped for the Hawaii routes, although Southwest uses its older, reliable 737 workhorses as well. In fact, the airline grew the service during the 2019 and 2020 grounding of the newer MAX.

DAVID SLOTNICK/THE POINTS GUY

It took time for Southwest's Hawaii service to fully mature, with interruptions caused by the MAX grounding and the COVID-19 pandemic. The airline currently flies to airports in five Hawaiian destinations: Honolulu, Maui, Kona, Hilo and Lihue. Flights leave from eight mainland cities:

  • Long Beach, California.
  • Oakland, California.
  • Sacramento.
  • San Jose, California.
  • Los Angeles.
  • San Diego.
  • Las Vegas.
  • Phoenix.

Unlike other mainland airlines that fly to Hawaii, Southwest also offers interisland service. As of April, Southwest was operating 90 departures a day. Sixty of these were interisland departures, putting renewed pressure on Hawaiian Airlines.

Featured image by DAVID SLOTNICK/THE POINTS GUY
Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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  • Packed with credits foodies will enjoy
  • Solid welcome bonus

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  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
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  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
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