Chile’s national carrier, which has aspirations to be a dominant airline in southern Latin America, is getting a complete identity overhaul from Davies Baron.
Davies Baron’s objective is to give Lan Chile “a personality of a carrier of choice”, and to get away from a continued perception of state ownership, says consultancy marketing director Paul Haftke. Lan Chile was privatised in 1994 and has a 16-strong modern fleet.
“There is a negative association with South American carriers but Lan Chile compares well with the bigger carriers,” says Haftke.
Davies Baron has presented its first designs to the airline and the new identity will start rolling out early next year.
The group won a three-way credentials pitch, thought to include one US group, last November.
The London consultancy is also believed to be working for one of the carriers based in the Gulf – Davies Baron’s first airline project in the Middle East.