The LATAM Airlines Group announced Thursday a new brand for its subsidiaries LAN Airlines and TAM Airlines, confirming the creation of the largest airline group in the region.
The Santiago, Chile-based group, which formed three years ago following the merger of LAN and TAM, has settled on LATAM as the name of the new brand and is preparing to begin what it said will be a three-year rollout to showcase the new corporate brand image.
"LATAM will be a brand that builds a culture that is dedicated to taking care of its clients," said the group's CEO Enrique Cueto in a statement.
LATAM Airlines Group said the changes will be noticeable as early as the first half of 2016.
Cueto also stated that "the passenger experience will improve with access to a single product and service within one network, more powerful online presence and integrated channels of communication, in addition to faster development of innovation and technology in the countries where the Group operates."
"LATAM will increase optimization of our fleet, provide easier access for passengers and clients to the best network of destinations in the region while offering a new in-flight experience, updates in service and in-flight entertainment, and innovative technology that gives passengers more control over their travel experience," Cueto added.
The company called the decision to create a single new brand a "historic milestone" within the industry as it signals the first time an airline group has integrated under a lone brand.
The president of the board of directors for LATAM Airlines Group, Mauricio Amaro, called the LATAM name a "natural evolution" and said it "creates a strong identity for the airlines."
The group said specific dates for future brand image rollout projects will be announced in a "timely manner."
The announcement comes after the group completed an extensive process to integrate LAN and TAM Airlines.
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