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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