What’s in a name?

For Brightline, not longevity.

On Friday Brightline, the intercity passenger rail service that established service between Miami, Fort Lauderdale and West Palm Beach in May, announced a strategic partnership with Virgin Group, the entertainment-transportation-mobile phone giant conceived in 1970 by Richard Branson.

The partnership means the privately funded Brightline will rename itself Virgin Trains USA later this month and transition to Virgin Trains USA branding sometime in 2019, leveraging Virgin’s global name recognition.


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