Brand LAN and TAM Airlines following the merger of the two airlines in order to gain market share of US consumers traveling to South America. Reinforce the TAM name within the ethnic Brazilian community in the United States and reassure consumers that TAM is still their airline of choice. Increase and drive air travel bookings directly and not through travel agents.
LINKS launched three separate campaigns to target each of our three target audiences. The ethnic Brazilian traveler was targeted though an on-going, grassroots effort that includes local, Brazilian community newspapers throughout the United States and the local Globo TV feed (Brazil’s most popular TV channel), with a social, editorial and bonus promotions component as added value to the client. The South American traveler was targeted through specific, call-to-action campaigns at certain points through out the year through US Hispanic radio station advertising and on-air promotions, event sponsorships and ethnic television station advertising. The business-class corporate traveler was targeted through a national print campaign in high-end lifestyle, travel and business publications, with a heavy digital, e-marketing, social media, event sponsorship and promotional added value component, at no cost to LAN and TAM Airlines.
Through a multi-platform and multi-market, integrated advertising and marketing campaign, LINKS helped garner punctual increases in direct–as opposed to through travel agents- airline bookings and aided in re-enforcing the brand’s presence and name throughout the United States, not only to the South American population, but also to the larger US Hispanic and US general population, garnering in exposure in mass audience mediums such as ESPN.