LATIN AMERICA’S LARGEST AIRLINE LAUNCHED IN 3 WEEKS
(2016 – 2020)
THE CHALLENGE
In 2012 the two biggest airlines in Latin America, LAN and TAM merged. Integral to the merger process was the creation of a new brand. By 2016 LATAM Airlines was ready to launch, but the timing was tricky. The airline needed to launch its first route into Africa before the global launch of its brand. Ebony+Ivory would need to roll out LATAM’s not-yet-applied corporate identity, and it had just three weeks before the airline planned to introduce itself to the South African travel industry at the World Travel Market in Cape Town. With a brand new CI and the clock counting down, Ebony+Ivory was LATAM’s partner of choice to help its brand take flight.
THE SOLUTION
The launch campaign for LATAM rolled out over a six-month period. The first event was the successful B2B launch of the airline to the South African travel-trade fraternity and the second, a three-city roadshow which took place three months later. The final event, at the six-month mark, was the formal VIP and media launch of the airline as the first flight touched down at O.R. Tambo International Airport.
THE HIGHLIGHTS
+ Conceptualised and delivered the B2B introduction of LATAM Airlines to the South African travel industry within three weeks.
+ Completed perception research, and applied these insights into local business and leisure travellers, for local communication efficacy.
+ Delivered on creative and production for 68 briefs in the first 12 weeks of the partnership, including; exhibition stand, press conference, new brand collateral, editorial engagement, and a media strategy and plan.
+ Created and curated content for LATAM’s Online Travel Training course for the local market. E+I was tasked with crafting course material for the UK market and Nordic Region.
+ Forged a fresh experience for travel professionals through our ‘Signature Latin America with LATAM Airlines’ cinema concept, which included ‘speed dating’ sessions with tour operators and Latin American tourism boards.
+ Roadshow attendance was bolstered through a targeted digital and print advertising campaign, and more than 400 commission-earning travel professionals responded enthusiastically at a near full-day event.
+ Conceptualised and delivered a VIP welcome for the first flight from São Paolo, Brazil at a VIP stakeholder and media event at O.R. Tambo International, again just three weeks after budget sign-off.
+ Following the First Flight of LATAM, Rodrigo Contreras Brain, Managing Director for Europe and Africa, indicated that it was the best launch ever delivered by LATAM Airlines, and that it is a model he wished to replicate worldwide.