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LATAM Unveils its New, Unified Livery

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LATAM Unveils its New, Unified Livery

LATAM Unveils its New, Unified Livery
April 29
10:25 2016

MIAMI — LATAM Airlines, the new carrier emerging from the merger between LAN Airlines and Brazil’s TAM, has unveiled today the new livery to be sported by the unified fleet.

The new scheme is another major step towards the consolidation of the marketing strategies and passenger experiences of both carriers under a single brand, a lengthy process that began over five years ago when LAN and TAM decided to merge.

The airline also announced that “a number of other changes”—including the incorporation of new crew and staff uniforms, airport signaling and an unified website—will start rolling out next week.

“In the coming days, aircraft with the new LATAM image will take to the skies, representing an historic milestone for the leading airline group in Latin America,” Enrique Cueto, LATAM Airlines Group CEO said in a statement.

The first aircraft to display the new livery will be a Boeing 767-300ER, which was painted at the Mexicana MRO premises in Mexico City. The first flight will take place next May 1 from Rio de Janeiro to Geneva, in one-off flight to collect the Olympic flame, ahead of the XXXI Summer Olympic Games to take place at Rio de Janeiro.

The aircraft will return to Brasilia on May 3, and the unified brand will start serving scheduled flights on May 5, together with the new branding, which will be rolled out in Santiago, Sao Paulo Guarulhos and Congonhas, Lima, Brasilia, Rio de Janeiro Galeao, Buenos Aires Ezeiza, Bogota, Quito, Miami, Madrid, Guayaquil, New York John F. Kennedy and Washington Dulles.

The new LATAM logo signifies the new leading airline in Latin America. The only remaining part of the two airlines to be standardized is the frequent flyer program, which will be standardized over the next year to be the LATAM Fidelidade Frequent Flier Program.

LATAM Fidelidade is the Frequent Flier Program of LATAM Airlines. (Credits: LATAM)

LATAM Fidelidade is the Frequent Flier Program of LATAM Airlines. (Credits: LATAM)

From an operational standpoint, several exciting changes are in the works. LATAM’s Senior Vice President of North America and the Caribbean Pablo Chiozza sat down with Airways to discuss some of these changes.

Pablo Chiozza, Vice President USA, Canada & Caribbean for LATAM Airlines Group (Credits: Kevin J. Miyazaki/Redux)

Pablo Chiozza, Vice President USA, Canada & Caribbean for LATAM Airlines Group. (Credits: Kevin J. Miyazaki/Redux)

“Passengers will experience smoother connections between LAN and TAM as we integrate our ticketing. All tickets will use the ‘045’ LAN code from now on. With the future of our fleet being in the 787 and the A350, our products will be standardized. All of LAN’s previously existing subsidiaries such as LAN Peru and LAN Argentina will still operate for the purposes of being able to crew our aircraft using pilots from each of the LAN countries networks, however they will form the LATAM network, along with TAM’s operations.

It is only necessary to keep the separate airlines as legal entities for crew and state reasons, but this will not be seen by passengers as it will be one fluid brand. This assists in cross fleeting the 767’s. Hopefully as time progresses, the ‘JJ’ code of TAM will be converted to a LATAM code, such as ‘LA’, as will the other LAN subsidiaries. The new airline will use Sabre for its reservations.”

“As for fleet planning, with the 787 and A350, our goal will be to eventually retire all the 767 and 777 fleets. We just completed the retirement of our A330-200 fleet. With these retirements, we can offer a better and unified product to our passengers.”

We also asked Pablo Chiozza about the future of LAN Cargo, which became LATAM Cargo earlier this month. “The future of our cargo will now be mainly in belly space, as we now have the TAM aircraft as an integral part of the LATAM Cargo plan. Of course, we will still have several pure freighters for larger cargo, but passenger aircraft usage will now provide flexibility,” Chiozza added. LATAM is currently leasing some of its Boeing 777-200F’s to Southern Air Cargo.

Fashion wise, the new uniform design was collaborated between the renowned Brazilian fashion designer Pedro Lourenço and a focus group consisting of employees from all parts of the company. The new uniform features the LATAM logo symbolizing South America and the unification of several airlines into one new culture with service to the world.

LATAM New Uniforms. (Credits: LATAM)

LATAM New Uniforms. (Credits: LATAM)

To back the new products and services the company will be launching multiple marketing campaigns in all the countries in which it operates and will integrate them to ease the process throughout the different countries.

With the new paint livery comes increased efficiency and environmental by incorporating a new aircraft painting technology using a new process to apply thinner layers of paint. Overall, this is a plus for the company, helping to cut its carbon footprint.

“For our passengers, this is more than just a new livery and new uniforms, it is the sharing of the dream of flight and connecting people. With many cultures coming together, we will deliver one unified product to our passengers,” Chiozza said.

Fashion wise, the new uniform design was collaborated between the renowned Brazilian fashion designer Pedro Lourenço and a focus group consisting of employees from all parts of the company. The new uniform features the LATAM logo symbolizing South America and the unification of several airlines into one new culture with service to the world.

The author wishes to thank Jared Kaplan for his kind help in the writing of this report.

 

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