Mega Promo BBB23

LATAM Airlines

Brandformance Strategy

We realized that, despite its roots in TAM, LATAM was not yet widely recognized as an airline with a Brazilian essence and was strongly associated with high-cost international travel. To reposition the brand and elevate consumer expectations regarding the fulfillment of their travel dreams, we decided to align with content that reflected the Brazilian spirit. We identified the national interest in "Big Brother Brazil," a program that traditionally captures the Brazilian public's attention at the beginning of each year, as the ideal vehicle for this connection.

In a pioneering move, LATAM became the first airline to sponsor a Leader's Challenge on 'Big Brother Brazil.' This initiative highlighted LATAM as the airline that most connects Brazilians to the world, offering 1 million LATAM Pass points to the challenge winner and presenting flash ticket offers during the program.

The strategy underlined both LATAM's domestic and international connectivity, its comprehensive portfolio for complete trips, and the benefits of the LATAM Pass loyalty program. Through a three-phase circuit, it emphasized the company's main strengths: a robust air network with 55 national and 21 international destinations; a wide range of products and services available at latam.com; the LATAM Pass; and the comfortable experience of flying with LATAM.

This campaign reinforced the message that with LATAM, customers have access to everything they need to explore the world "without frontiers."

Implementation Strategy

Insights and Approach

Consolidate LATAM's image as an "Without frontiers" airline in terms of both reach and possibilities for its customers, generating recognition as an airline with Brazilian DNA, offering a wide range of destinations and the exclusive benefits of latam.com, as well as attractive offers on LATAM Pass.