September 29, 2008

TACA Unveils New Image

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, Sao Paulo, Lima, Quito, Bogota, Caracas and Santo Domingo.

TACA's fleet is made up of the latest aircraft available in the Americas and includes 38 Airbus 319s, 320s and 321s, as well as two Embraer E190 jets, with the latest in aerospace technology, safety features and amenities for its passengers. For more information on TACA's products and services, please visit the airline's website at

TACA has one of the industry's best operational records, with an on-time record of more than 90% and an itinerary completion rate of more than 99%. TACA is IOSA-certified (IATA Operational Security Audit) and provides fist-class maintenance services through Aeroman ACTS, which services distinguished U.S. airlines such as JetBlue and U.S. Airways, in addition to various leading Latin American airlines. Aeroman ACTS is one of the few maintenance centers in the world which comes highly recommended by Airbus Industries.

TACA's REGIONAL business unit complements our airline's Central American network. With a fleet of 30 propeller planes seating 12-50 passengers, REGIONAL operates close to 150 flights per day. REGIONAL services small and medium-sized destinations from Cancun, Mexico to the north, to Panama's San Blas Islands to the south.

In order to provide travelers with additional options, TACA holds code-sharing agreements with other airlines. An agreement between Iberia and TACA allows travelers to enjoy direct flights between Central America and Spain, with connections to the rest of Latin America through TACA and to other European cities through Iberia. An agreement with United Airlines offers varied travel options by transparently combining segments serviced by both airlines. The airlines maintain complementary route networks which give passengers access to destinations all over the world. Additionally, those shared code agreements allow users to combine loyalty programs, such as TACA's Distancia program, Iberia's Plus program and United's Mileage Plus.

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