Avianca Launches New Brand­ing

Business Traveler (USA) - - UPFRONT -

Avianca air­lines has un­veiled their new brand im­age and liv­ery, which pre­serves the font, color and con­dor de­sign na­tive to the air­line’s early years, and in­tro­duces the slo­gan “Ex­cel­lence Amer­ica.”

This year, Avianca cel­e­brates 94 years of avi­a­tion as one of the world’s old­est con­tin­u­ously op­er­at­ing air­lines. The air­line con­nects Colom­bia to South Amer­ica and the rest of the world. In Oc­to­ber 2009, it an­nounced the in­te­gra­tion with the Cen­tral Amer­i­can car­rier TACA, mak­ing it part of the Avian­caTaca Hold­ing Co., which will now be named Avianca.

The An­dean con­dor is a national sym­bol of Ar­gentina, Bo­livia, Chile, Columbia, Equador and Peru and plays an im­por­tant role in the folk­lore and mythol­ogy of the An­dean re­gions. The new liv­ery is a sym­bol of the strength­en­ing al­liance among the eight Latin Amer­i­can air­lines that ini­tially shaped the hold­ing com­pany Avian­caTaca.

In 2012, Busi­ness Trav­eler read­ers voted Avianca the Best Air­line in Latin Amer­ica in the an­nual Best in Busi­ness Travel Awards. Com­ment­ing on the recog­ni­tion, Avianca Hold­ings SA chief ex­ec­u­tive of­fi­cer Fabio Vil­le­gas Ramirez said,“It is the re­sult of work done by the em­ploy­ees of the air­line with a view to de­liv­er­ing su­pe­rior ser­vice on each of its flights.”

From its hub in Bo­gota, the air­line of­fers an aver­age of 368 daily flights. The air­line is also part of the Star Al­liance, the largest al­liance net­work in the world.

Rameriz also an­nounced that the Colom­bian air­line will buy more than 100 planes, in­clud­ing long haul planes such as the Boe­ing Dream­liner. Con­ser­va­tive growth plans, re­tir­ing air­craft and ris­ing pas­sen­ger traf­fic, call for a $4 to $5 bil­lion in­vest­ment through 2019.

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