LATAM Airlines premieres new global brand


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In one of the most important steps in the consolidation of LAN Airlines, TAM Airlines and their affiliates under the new global LATAM brand, LATAM Airlines Group has revealed its new aircraft design at simultaneous launch events in South America, ahead of the Oceania launch in Sydney tomorrow.

In addition to the new image of LATAM aircraft, the company presented a number of other changes that will be visible from May onwards, including new uniforms, airport signage and counter design as well as a consolidated website.

“In the coming days, aircraft with the new LATAM image will take to the skies, representing a historic milestone for the leading airline group in Latin America,” said Enrique Cueto, CEO of LATAM Airlines Group.  “It will be a gradual change with the principal objective of simplifying and improving the travel experience of our passengers.

“In the coming weeks, our passengers will start to experience LATAM with the ability to book tickets via the LATAM website, accumulate kilometres using LATAM’s frequent flyer programme, check-in at LATAM counters, relax in LATAM VIP lounges and most significantly, fly on LATAM-branded aircraft.  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.”

Patricio Aylwin, Managing Director Asia Pacific, LATAM Airlines Group said, “Yesterday marked an exciting milestone for LATAM Airlines Group and we look forward to celebrating this news and unveiling more details at our launch event in Sydney tomorrow. Passengers from Australia and New Zealand will likely see changes on the Sydney to Santiago via Auckland route by the end of the year or sooner if travelling through Latin America.”

“This simplified passenger experience follows the introduction of Boeing’s next generation 787-9 aircraft on the route last September and reaffirms our commitment to providing the best service and experience to our customers,” added Aylwin.

The first flight of a LATAM-branded aircraft, a Boeing 767, departed from Rio de Janeiro on 1 May on a one-off journey to Geneva to collect the Olympic torch.  The specially prepared aircraft will then return on 3 May to Brasilia, the starting place of the Rio 2016 Olympic Torch Relay between more than 300 Brazilian cities.

On 5 May, the first three commercial flights of aircraft with the new LATAM image will operate the following routes: São Paulo-Santiago (a Boeing 767 service departing São Paulo at 09:05 local time); Santiago-Lima (an Airbus A319 service departing Santiago at 09:10 local time); and São Paulo-Brasilia (an Airbus A319 service departing São Paulo at 14:20 local time).

More than 50 aircraft are anticipated to be rebranded before the end of 2016 and the fleet-wide process is expected to be finalised in 2018.  Repainting takes on average six to 12 days per plane and will be scheduled in accordance with routine maintenance to maximise efficiency.

From 5 May, LATAM’s evolution will also become visible in 13 airports where the group’s airlines operate including their hubs in Santiago, São Paulo (Guarulhos), Lima and Brasilia as well as Río de Janeiro (Galeão), São Paulo (Congonhas), Buenos Aires (Ezeiza), Bogotá, Quito, Miami, Madrid, Guayaquil and New York (JFK).  Changes will range from new-look check-in counters and VIP lounges to rebranded boarding passes and screen displays.

In early May, the group will launch its new integrated website – available in six languages – where passengers will be able to seamlessly purchase tickets, check-in, review real-time flight statuses, set-up alerts and access other useful travel information.

This announcement also saw the unveiling of the new uniforms to be worn by over 23,000 cabin crew, sales office and airport staff throughout LATAM Airline Group’s network, with the global roll-out to begin before the end of 2016.  The LATAM uniforms – which showcase the signature indigo and coral of the LATAM logo – were created by the celebrated Brazilian fashion designer Pedro Lourenço with collaboration from a focus group of over 80 employees from different areas of the company.

LATAM Airlines Group signalled further developments to its inflight experience including a new onboard magazine and media platform Vamos/ LATAM, which will offer content across a range of channels in Spanish, Portuguese and English.  In addition, an exclusive South American wine list will be introduced to all international flights of LATAM Airlines Group during 2016.  The improvements follow last year’s introduction of LATAM Entertainment – which offers wireless content streaming direct to passengers’ mobile devices – to 200 short-haul aircraft (Airbus A319, A320 and A321).

To support the launch of the new LATAM products and services, the group will launch integrated marketing campaigns in each of the countries where it operates.

New aircraft painting technology 

LATAM Airlines Group is using new technology to paint LATAM aircraft that is 25 per cent lighter than conventional methods, which the group expects will result in an average weight reduction of 20 kilograms per aircraft.

The painting process for each aircraft requires multiple applications of paint and Clearcoat, a new technologically-advanced gloss coating which protects against extreme temperatures and aerodynamic wear. In total, repainting takes six days – the first two days to remove the original paintwork, followed by the application of multiple coats over four days.  In terms of quantity, a Boeing 787 for example, requires 300 litres of paint and 150 litres of Clearcoat.

The new Clearcoat technology, used by LATAM, will also reduce each aircraft’s impact on the environment through the weight savings.  It is estimated that the new technology will achieve a reduction in the group’s CO2 emissions of 3900 tons per year.

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