He did this before at AC, where the airline became a fare class (I am not kidding). From the AC press release when he left earlier this year.
Ben rejoined Air Canada in 2002 as Managing Director of Tango, after overseeing the development and launch of Air Canada's innovative and separately branded, low-fare operation. Tango subsequently evolved into Air Canada's well-known Economy fare brand when the airline pioneered the successful, simplified branded fare model which is now industry standard around the world.