TACA Unveils New Image - Airline to Provide New Services on Board and on the Ground

TACA, the international airline with a 77-year history in Central, South and North America, unveiled last week its new brand image and a series of new services on board and on the ground as it seeks to provide a new customer experience and compete in a demanding and competitive airline industry.

Before an audience of hundreds of guests including international press, dignitaries, business partners, frequent flyers and through a live broadcast via satellite to hundreds of TACA employees across the Americas, TACA Chairman and CEO Roberto Kriete introduced the new brand identity by unveiling a new AIRBUS plane showing the freshly painted logo on the tail and body of the plane. The event, held in a hangar at the El Salvador International Airport also included a fashion show featuring the new uniforms for TACA staff designed by internationally acclaimed Colombian designer Isabel Henao.

“At TACA we’re undergoing a complete transformation to gain customer preference,” said Roberto Kriete, Chairman and CEO of TACA. “We’re aware of the complex economic conditions that our industry is facing around the world, but these changes are meant to continue strengthening our airline; they’re part of a long-term business strategy and the result of extensive research.”

Kriete told the audience that TACA has spent the last two and a half years listening carefully to customers, employees and partners, and that this strategy is the company’s intent to have TACA become the airline of choice for today’s modern traveler.

With 39 destinations to 22 countries in North, Central and South America, as well as the Caribbean, TACA will begin to offer passengers a new experience that includes improvements to onboard services, fleet upgrades and an overhaul of the airline’s customer service philosophy.

“Our goal is to offer our customers world-class service that we hope they begin to discover at every touch point with our employees; on the phone, in person or on board,” said Estuardo Ortiz, TACA’s Commercial Vice President. “This means a complete image makeover, but also implies a transformation of our products and our service culture to foster a positive emotional connection with the TACA brand and the overall experience we want to offer our customers across the Americas for years to come.”

This new repositioning strategy has been a collaborative process. The new brand identity was developed by TACA’s marketing team with the help of New York-based Lippincott, one of the world’s leading brand management consulting firms.

The new uniforms were created by Colombian designer Isabel Henao, who has worked with many world-renowned companies and whose creations have been featured in runways from Fashion Week Madrid to Colombiamoda.

“With this new image we wanted to convey a feeling of warmth, dynamism and passion,” said Sarah Sandoval, Marketing Director, TACA. “Our customers will see a more modern image on planes, collateral material, signage and uniforms. We look forward to embarking on this new journey for the benefit of our customers throughout their experience with our brand.”

“TACA is an international airline that connects three Americas which strives to offer world-class service that’s welcoming, friendly and efficient for today’s modern traveler,” added Sandoval.

About TACA

Founded in 1931 and with a history that spans more than 77 years, TACA has made a priority of offering passengers a travel experience marked by friendliness, respect and excellent customer service. Today, TACA flies to 39 destinations in 22 countries in North, Central, South America and the Caribbean, including daily flights to nine of the largest cities in the United States and Toronto, Canada. TACA connects the three Americas with flights to destinations such as New York, Los Angeles, Washington D.C., Buenos Aires, Santiago de Chile, São Paulo, Lima, Quito, Bogota, Caracas and Santo Domingo. “

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