The largest trade organization for U.S. airlines is changing its name from Air Transport Association of America to Airlines For America, a filing with the U.S. Patent and Trademark Office shows.

The association has scheduled an event on Nov. 30 to unveil and explain the change. It filed its application for the trademark on Sept. 28. It also has registered the domain name airlinesforamerica.org, according to Godaddy.com, which shows the creation date as Sept. 6.

The association came under new leadership this year, with Nick Calio succeeding James May as president and CEO on Jan. 1. With the benefit of hindsight, one can see that Calio floated the idea Aug. 29 during a speech at the Boyd Group International Aviation Forecast Summit, in which he lamented the industry’s inability to drive home with policy makers its points on overregulation and overtaxation—and the boost that airline service provides to economic growth and job creation.

“The U.S. carriers are in reality Airlines for America: We connect the world; the businesses, passengers and packages of thousands to thousands of destinations, both domestically and internationally,” Calio said then.

“Our strategy is to drive home the point that our carriers are Airlines for America, connecting the world and facilitating economic growth and jobs. It will be a long-term process, but it is startling, if you talk to policy makers, how little they really know or understand about the industry.”

ATA was founded in Chicago in 1936 by a group of 14 airlines, and lays claim to being the first and only trade organization of the principal U.S. carriers.