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. Last Updated: 07/27/2016

Sibir Considers Changing Its Name

No. 2 airline Sibir said Tuesday that it is considering rebranding its image and possibly changing its name in an attempt to attract more passengers.

Deputy Sibir general director Mikhail Koshman said airline officials met with three image agencies -- BBDO, Landor and Bursen-Marsteller -- in London earlier this month to discuss the rebranding.

"We've met to get an idea of the Western outlook on the issue," Koshman said by telephone.

He said it was "highly probable" that the airline would change its name.

"The word 'Sibir' does not convey the global status of the airline and is tied too much to a region," he said, referring to Siberia.

"With foreigners, it evokes images of minus 30 degrees, vodka, barbed wire and the gulag. Who would want to fly there?"

Sibir flies to 60 cities, including 28 foreign destinations.