AVIANCA, ONE UNIQUE BRAND FOR THE AIRLINES OF AVIANCATACA HOLDING S.A.
After rigorous market research and business analysis carried out with Lippincott – a world recognized marketing firm - Avianca was selected to be the brand for the airlines that today comprise AviancaTaca Holding S.A.
According to the results of the studies, the history, positioning and brand equity of Avianca make it the best choice to expand and commercialize the products and services of all the airlines integrated in AviancaTaca Holding S.A.
From its official launch in 2013, the Avianca brand will be adopted as the commercial name for: Aerovías del Continente Americano S.A. Avianca and Tampa Cargo S.A., incorporated in Colombia, Aerolíneas Galápagos Aerogal S.A., incorporated in Ecuador and the airlines of the TACA Group: TACA Internacional Airlines S.A. incorporated in El Salvador, Líneas Aéreas Costarricences S.A. LACSA, incorporated in Costa Rica, Transamerican Airlines S.A. (TACA Peru) incorporated in Peru and Aviateca S.A., incorporated in Guatemala.
The companies will retain their legal name and add the trading name Avianca in their respective territory of incorporation. The airlines will maintain their respective legal and labor structures. The brand Avianca will be used in communication with clients and marketing in all the territories where the airlines operate.
The integration process of the companies and the Avianca brand migration:
After an intense reorganization of operations, with the goal of providing a superior travel experience to customers in Latin America and travelers from across the world, the airlines that conform AviancaTaca Holding S.A. prepare their migration to a single brand. With this decision, the companies are seeking to consolidate their presence in markets and to compete in an increasingly complex and demanding environment.
Since the integration process was announced in October 2009, the member airlines have advanced in their program of modernization, growth and plan to capture synergies. 45 routes to new destinations have been launched, capacity has been expanded by more than 37% and the fleet has been simplified from 11 types of aircraft to 4. This coupled with the adoption of a single technology platform for customer service, unification of the frequent flyer programs under the LifeMiles name and entry into Star Alliance, sets the foundations to provide a single operation under one brand.
The official launch of the new image and the start of commercialization under the brand will be carried out during the first half of 2013, after complying with the legal requirements in each country. Implementation will be rolled out throughout the year, beginning in the first half with the airlines of the TACA Group, Avianca and Tampa Cargo and Aerogal in the second half (once the Ecuadorean airline completes its technological standardization process and operational integration with the other airlines).
The Executive President of AviancaTaca Holding S.A., Fabio Villegas Ramirez, said that: "As part of the integration process, the organization has been very visible driving activities that are highly relevant to the travelers and regions served by the group airlines. In parallel with the modernization of infrastructure, both on the ground and in the air, the network expansion and incorporation of technological developments to facilitate the travel experience, the companies have simultaneously registered highly satisfactory results in domestic and international markets, as well as impressive customer satisfaction figures, which has facilitated growth and positive financial results."
In announcing the decision to adopt a single brand for the integrated airlines, the Chairman of the Board of the Holding, Roberto Kriete, noted: "The goal is to position the airlines under the Avianca. It is a company with Latin roots with the best human talent of the sector in the region. It knows how to anticipate customer needs and is renowned for the superior quality of its services. This is how we can make sure that the new Avianca reflects the best operational practices of the airlines of the group enabling a strong presence. Under the brand Avianca we continue to fulfill our mission of integrating El Salvador, Costa Rica, Guatemala and Colombia, Peru, Ecuador and the nations of the Americas with the world at large through commercial aviation, which has been the inspiration since the companies were founded. We offer a service to travelers that is both competitive, efficient and sustainable and we'll continue creating jobs and aiding development in the countries where we operate."
Launch of the new brand image
In line with the decision to adopt a single brand, expert staff and external consultants are working on the integration project of the Avianca brand image. The new image will be extended to all the products and services of the company, as well as the aircraft, uniforms and spaces used for customer contact.
Excellence Latina, the spirit of the new Avianca
Both shareholders and executives of AviancaTaca Holding S.A. see a new opportunity for achieving the integration objectives in the consolidation of business activities under the Avianca brand. These goals are focused on providing a safe, friendly and efficient service for travelers in the region and across the world, who day after day choose to fly on the route network of the AviancaTaca Holding S.A. airlines
The directors of the company expressed their thanks and appreciation to the authorities of El Salvador and other countries where the companies of the TACA Group are incorporated, for tirelessly supporting the business development initiatives over nearly 85 years of uninterrupted operations in the region, allowing progress and improvements in the quality of life for Central American countries and the Americas as a whole.