It only took around three years after officially merging, but LAN Airlines and TAM Airlines are ready to make their merger official in the public eye.
Rolling out from April this year, the two airline brands will adopt their joint holding company’s name – LATAM – and use it across all marketing activity and on aircraft.
The consolidated carrier’s Group Senior Marketing Analyst, Asia Pacific, Liliana Torres, told KarryOn that the name LATAM will replace LAN and TAM on the logo. In addition to representing their individual airline names, LATAM is an abbreviation of Latin America.
The new logo also features a 3D animation shaped to reflect the outline of the South American continent. Check it out below:
The new logo will also be featured across their joint fleet, however, the process of repainting aircraft livery will take up to three years.
Sydneysiders were given a sneak peek of the new branding at the Spectrum Festival’s Friday Fiesta, sponsored by LAN Airlines.
The carrier’s colourful stand was located at the entrance of the Latin evening where thousands of attendees were exposed to the carrier’s new image and given the chance to win flights to the continent.
Torres said the event was an opportunity to reach new people and give them the opportunity to get to know the carrier and its locations.
Last week, the affiliate airlines announced a complete renovation of their frequent flyer programs with new names and benefits. The new names are: LATAM Pass and LATAM Fidelidade.
Categories will also be changes, with the Gold category replacing Premium; Platinum will be the new name for Premium Silver; and Black and Black Signature will be the names for Comodoro and Black.
Benefits of the program will remain the same.
Members of LATAM Pass and LATAM Fidelidade can expect to receive their new membership cards this week with more information on their new category name.
The new program incorporates significant improvements and makes it easier to accumulate kilometres and get access to superior categories, while enhancing the benefits offered to frequent flyers.
For more information, LATAM will return to the Sydney Spectrum Festival at The Domain on 11 March from 5.00pm until late.