Six months after Sarawak Premier Abang Johari Openg announced the establishment of AirBorneo following the February 12 signing of the sale and purchase agreement between the Sarawak government and Malaysia Aviation Group, Sarawakians have been updated with the latest development on August 21.

I’m very pleased that the GPS Government has informed the people of what’s happening in AirBorneo.

Because of its significance, Sarawakians must be kept constantly informed of AirBorneo’s progress.

Regular updates are not just good governance—they are a necessity.

As a Sarawakian, let me congratulate my Premier and his team at AirBorneo for this progress update. We hope for regular progress reports moving on.

This is also my second piece on AirBorneo in this column. I’ve noticed that Sin Chew readers have also taken a keen interest in AirBorneo as my first article in February attracted a high readership.

Last Wednesday, Sarawak’s AirBorneo unveiled its official logo, the “Wings of Unity,” marking a key milestone as the airline prepares to begin operations in January 2026.

The logo was launched by Abang Johari during a special ceremony in which the airline also introduced its brand tagline “Borneo for You” which reflects AirBorneo’s vision of purposeful travel, cultural celebration and the bridging of both the public and business communities across continents.

I think the logo and tagline are well thought of and just let me say that they are the almost perfect tags for AirBorneo. Why? I will detail later.

AirBorneo said in a statement the airline would take over and expand on the services provided by MASwings, offering both full-service routes and essential rural air services to remote communities.

I’m aware that many of my fellow Sarawakians want AirBorneo to succeed because the proposed project is more than just another airline venture.

It is a symbol of Sarawak’s aspiration for greater connectivity, autonomy and economic opportunity.

For decades, Sarawakians have endured limited flight options and high airfares, often feeling shortchanged compared to their counterparts in Malaya.

An airline initiated by the GPS Government is therefore seen as a bold step forward, one that promises to place Sarawak firmly in control of its own skies.

It is also important to update Sarawakians on the airline’s progress because the aviation industry is complex, costly and filled with challenges.

Without clear communication, doubts, skepticism and even cynicism could grow among the public.

Transparency on milestones, be it regulatory approvals, fleet purchases or route planning, will reassure the people that the government’s promises are steadily being delivered.

Beyond transparency, communication also builds confidence and pride.

By sharing progress stories, the GPS Government can nurture a sense of collective ownership over the airline.

After all, AirBorneo is envisioned not just as a carrier of passengers but as a carrier of Sarawak’s identity and ambitions.

Employment opportunities, improved travel convenience and regional recognition are benefits that directly touch the lives of Sarawakians and the public deserves to see them unfolding step by step.

In the end, keeping Sarawakians informed about AirBorneo is as important as the project itself. It ensures trust in the GPS Government, rallies support for a homegrown airline and strengthens the bond between the people and the state’s vision for progress.

Regular updates will remind every Sarawakian that AirBorneo truly belongs to them and represents a shared journey toward a brighter future.

Now, why do I think that the official logo and the taglines, “Wings of Unity” and “Borneo for You,” are almost perfect for AirBorneo?

The unveiling of AirBorneo’s brand identity, with its logo and brand tagline, is a promising start to what many Sarawakians and Sabahans hope will be a game-changer in regional aviation.

Branding, after all, is not a cosmetic exercise. It is the first impression that tells people what the airline stands for and what it aspires to achieve.

In this case, the chosen identity feels almost perfect, rooted in meaning, simple to remember and filled with emotional resonance.

I like to think that “Wings of Unity” speaks directly to the heart of Borneo.

For too long, the vast distances and limited air connectivity have created barriers between communities, families and businesses.

The tagline promises that AirBorneo will not only bridge those physical gaps but also serve as a unifying force across diverse cultures and geographies.

On the other hand, “Borneo for You” strikes an equally powerful chord. It personalizes the brand, placing people at the center of its mission.

For Sarawakians and Sabahans, it signals ownership and pride, a homegrown airline that finally puts their needs first.

For outsiders, it extends a warm invitation to discover the unique beauty, culture, and hospitality of Borneo.

Together, the two taglines balance local pride with global appeal.

Yet, powerful words must be matched with action.

To truly live up to these inspiring taglines, AirBorneo will need to ensure affordable fares, reliable services, and routes that genuinely meet the needs of ordinary Sarawakians.

A brand can inspire confidence, but it is performance that sustains trust.

If the GPS Government and the airline’s leadership can deliver on this promise, then AirBorneo will indeed soar as the “Wings of Unity” and prove to be the airline that embodies “Borneo for You.”

(Francis Paul Siah is a veteran Sarawak editor and currently heads the Movement for Change Sarawak, MoCS. He can be reached at [email protected].)