TAM Announces Guidelines to Repositioning its Brand
February 21 2008 - 3:09PM
PR Newswire (US)
The Company, leader in operations in the southern hemisphere,
underscores the importance of the Spirit to Serve in positioning
the company as one of the main players in the global aviation
market SAO PAULO, Brazil, Feb. 21 /PRNewswire-FirstCall/ -- TAM
Linhas Aereas (Bovespa: TAMM4 and NYSE: TAM) today announces its
policy for managing its brand to make it one of the leading
companies in the global aviation market. "This is an extremely
important moment for the company -- one in which we are reaffirming
an important commitment to our customers," said TAM's Chief
Executive Officer Captain David Barioni Neto. (Logo:
http://www.newscom.com/cgi-bin/prnh/20080221/SPTH002LOGO ) TAM's
Mission and Vision have been renewed. The main point of the new
measure is the passion for aviation and the concept of the Spirit
to Serve. "This project originated in the indomitable spirit of our
founder, the unforgettable Captain Rolim Amaro, who emphasized the
motto 'At Your Service'," Mr. Barioni said. "To this, we are adding
our current objectives -- to improve excellence of service,
operating excellence and the way in which the company is managed."
Along with consolidating leadership in the Brazilian market, TAM
has also recently assumed operating leadership in the southern
hemisphere, according to a study by the consulting firm, Bain &
Company. The study highlights an average of 21,800 operations/month
and passengers volume of 2.251 million/month in the last year. More
than 22,000 TAM employees have played an important part in the
process that has redefined the company's Mission. The Mission aims
to ensure that TAM will be "the traveler's preferred airline,
displaying pleasantness, creativity, respect and responsibility."
Its Vision will be: "Working with the Spirit to Serve makes people
happier." The Vice President of Personnel Management and Knowledge,
Guilherme Cavalieri, said: "No change in management policy can be
made without the support of our colleagues, who are the foundation
of our work. The branding is the result of a long project in which
we are reclaiming our values. The proactive nature of the
leadership and excellence of the service will lead to a constant
pursuit of the best service and products for our customers." TAM is
currently developing an internal campaign with all its employees.
The branding study was conducted by Thymus, the company of
businessman Ricardo Guimaraes. "Thymus began working with us in
September 2006 and made a complete analysis of the company's
essence to adapt it to the present market conditions," said Manoela
Amaro, TAM's Marketing Director. The new logo was created by the
agencies Y&R of the Newcomm Group, and Dezign com Z. Y&R is
also responsible for the institutional advertising campaign. The
first commercial will be aired on Friday, February 22. The public
will begin noticing the changes in the company's visual
communication at TAM agencies, check-in counters and locations at
the Congonhas and Guarulhos airports and the company's offices in
Sao Paulo. "The change in our visual identity goes beyond being
just an aesthetic point. The new blue curved lines bring change in
culture and behavior, and put a human face on our long, upward path
that has always been linked to a passion for flying," said Maria
Claudia Amaro, President of TAM's Board of Directors. Investor
Relations: Press Agency Contact: Phone: (55) (11) 5582-9715 Phone:
(55) (11) 5582-8167 Fax: (55) (11) 5582-8149 Fax: (55) (11)
5582-8155 http://www.tam.com.br/ir MVL Comunicacao Phone: (55) (11)
3594-0302 / 0304 / 0305 About TAM: TAM Linhas Aereas
(http://www.tam.com.br/) has been domestic market leader for more
than four years, and closed the month of January 2008 with a 48.6%
market share. The company flies to 45 destinations in Brazil. With
commercial agreements signed with regional companies, it reaches 82
different destinations nationwide. TAM's market share among
Brazilian companies operating international airlines was 67% in
January. Operations abroad include direct flights to eleven
destinations: New York and Miami (USA), Paris (France), London
(England), Milan (Italy), Frankfurt (Germany), Madrid (Spain),
Buenos Aires (Argentina), Santiago (Chile), Caracas (Venezuela) and
Montevideo (Uruguay). With TAM Mercosur, it also serves Asuncion
and Ciudad del Este (Paraguay), Cordoba (Argentina), Santa Cruz de
la Sierra and Cochabamba (Bolivia), among other South American
cities. It has code-share agreements with international companies,
allowing for the sharing of seats on flights with international
companies, enabling passengers to travel to 62 other destinations
in the USA, South America and Europe. A pioneer in Brazil's airline
industry with the launch of its Programa Fidelidade frequent flyer
program, TAM today has more than 4.5 million members and has issued
more than 5.2 million tickets redeemed with frequent flyer points.
http://www.newscom.com/cgi-bin/prnh/20080221/SPTH002LOGO
DATASOURCE: TAM CONTACT: Libano Miranda Barroso, TAM Investor
Relations, +011-55-11-5582-9715, fax, +011-55-11-5582-8149, Web
site: http://www.tam.com.br/
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