LAN Airlines was facing low awareness of the airline and of South America among leisure travelers in North America. The need was therefore clear for an effective leisure communications campaign to address both these issues.
We knew from research and travel marketing experience that our target was seeking new, authentic travel experiences, and that South America was a relatively unknown destination rich in nature, adventure and culture (the brand’s three pillars) waiting to be explored and discovered. No airline could help travelers meet these aspirations better than LAN.
Based on the above, Green Team developed a new brand, “Only in South America” (“OISA”). This new brand perfectly aligned the airline with the destination. This gave us the opportunity to effectively link LAN with the continent’s unique attractions through a multi-media communications strategy.