The interim Fiji government has changed the name of Air Pacific back to Fiji Airways - its name from 1958 to 1970.
The government is the majority owner and interim Minister for Civil Aviation, Aiyaz Sayed-Khaiyum, says the rebranding is a milestone for the company and part and parcel of the government's agenda to make better use of the Fijian brand.
He says the Fijian brand conjures up different images.
Mr Sayed Khaiyum says if you go to Europe and mention Fiji, people never respond in a negative fashion.
Chief executive, Dave Pflieger, says an extensive brand and marketing audit revealed that Air Pacific's customers and the traveling public did not associate the name of the airline - Air Pacific with Fiji.
He says despite 42 years of effort to market the name 'Air Pacific', Fiji is the word that resonates and motivates people to find the company.