LATAM ROLLS OUT REBRAND

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 latam.com 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.