Travel Bulletin - - SOUTH AMERICA -

LAN Air­lines, TAM Air­lines and af­fil­i­ates in Peru, Ar­gentina, Colom­bia and Ecuador marked a mile­stone in their con­sol­i­da­tion un­der the LATAM brand last month, un­veil­ing a new global cor­po­rate iden­tity for its air­craft, uni­forms and air­port op­er­a­tions. LAN and TAM merged four years ago to be­come the big­gest car­rier in South Amer­ica, but have been op­er­at­ing as sep­a­rate units, run by the LATAM Air­lines hold­ing group. The spruced up liv­ery rep­re­sents the best of Latin Amer­ica, in­cor­po­rat­ing el­e­ments that sym­bol­ise and rep­re­sent the re­gion un­der a global brand. LATAM en­listed Brazil­ian fash­ion de­signer Pe­dro Lourenço to cre­ate new uni­forms for its 23,000 cabin crew, sales of­fice and air­port staff, fea­tur­ing the sig­na­ture in­digo and coral of the LATAM logo. The new threads will be­gin be­ing phased in be­fore De­cem­ber. Changes, in­clud­ing air­port sig­nage and counter de­signs, will be rolled out steadily over the next six months. Pas­sen­gers will start to no­tice the new cor­po­rate ID in 13 lo­ca­tions where the group’s air­lines op­er­ate, in­clud­ing LATAM Air­lines’ hub of San­ti­ago, São Paulo, Lima, Brasilia, Rio de Janeiro, Buenos Aires, Mi­ami, Madrid and New York. Be­fore the end 2016, more than 50 of LATAM’S 321 air­craft fleet will be re­branded. The fleet-wide process is ex­pected to be fi­nalised by 2018. CEO of LATAM Air­lines Group En­rique Cueto said it the change would be grad­ual “with the prin­ci­pal ob­jec­tive of sim­ply­ing and im­prov­ing the travel ex­pe­ri­ence for our pas­sen­gers”. “We will con­tinue to op­ti­mise the most ex­ten­sive route net­work in Latin Amer­ica, the most mod­ern fleet in the re­gion and in­vest in dig­i­tal so­lu­tions to of­fer our pas­sen­gers a more per­son­alised travel ex­pe­ri­ence,” A new in­te­grated web­site at has al­ready been rolled out en­abling pas­sen­gers to seam­lessly pur­chase tick­ets, check-in, re­view real-time flight sta­tuses, cre­ate alerts and ac­cess other use­ful travel in­for­ma­tion. An in­te­grated mar­ket­ing cam­paign to pro­mote the new brand is planned lo­cally. LATAM Air­lines is aligned to the oneworld global al­liance. TAM Air­lines ditched its mem­ber­ship with Star Al­liance back in 2014 as part of the merger be­tween LAN and TAM. When the con­sol­i­da­tion is com­plete, the LAN and TAM brands, es­tab­lished in 1929 and 1976 re­spec­tively, will be­come de­funct.

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