The re-rebranding of OAK: Port commission signs off on Oakland airport’s newest name

Southwest Airlines planes sit in the terminal at the Oakland airport in an undated Google aerial image. The Port of Oakland is changing the name of the airport to Oakland San Francisco Bay Airport in its latest attempt to rebrand the East Bay facility. (Google image)

Oakland port officials have finalized a decision to change the name of the city’s airport for the second time in little over a year, but San Francisco officials say it still steps on SFO’s brand.

The airport historically known as Oakland International Airport will now be called Oakland San Francisco Bay Airport, Oakland’s Board of Port Commissioners decided Thursday.

“We are proud to be a central gateway to the Bay Area, and we’re proud to embrace a name that reflects both our local roots and regional reach,” said Craig Simon, director of aviation at the Port of Oakland.

The name change is the port’s latest attempt to tweak the airport’s name to include San Francisco Bay in the airport’s title.

The port’s first name change to San Francisco Bay Oakland International Airport last year was challenged when San Francisco sued to stop the rebranding over copyright claims and allegations that travelers would confuse it with San Francisco International Airport.

Oakland officials forged ahead with the name change and then countersued, but last fall a judge ordered the new name to be stricken from use, at least temporarily. Oakland appealed that decision and the case is still pending.

New name, old concerns

Despite Oakland port officials’ claim that the latest name change was made to “put Oakland first,” San Francisco city officials said Thursday that they have the same issues this time around, saying it invites traveler confusion and steps on their brand.

“We are disappointed that the Port of Oakland has yet again announced an airport rebrand that seeks to capitalize on the San Francisco International Airport’s globally recognized brand,” Kwart said.

Port of Oakland officials say international service to the Oakland airport is growing, with the recent launch of nonstop flights to Los Cabos and Zacatecas bringing the total number of Mexican destinations to seven.

“The new name will help this growth continue by increasing geographic awareness and boosting visibility on airline and travel booking sites,” the port said in a news release.

Whatever name the airport is ultimately known by, “OAK” will remain its airport code, along with the “I Fly OAK” logo.

The post The re-rebranding of OAK: Port commission signs off on Oakland airport’s newest name appeared first on Local News Matters.

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