The Town x LATAM Branding LATAM
Briefing
In the "LATAM x The Town" project, conducted while I was at Jazz Side agency, the goal was to provide a unique and unforgettable experience for LATAM's guests on an inaugural flight. The task involved significantly elevating the passengers' experience, turning it not just into a simple flight but into a culturally and emotionally enriching journey. The challenge lay in how to personalize this experience from the moment of boarding to arrival, engaging the passengers in a way that reflected LATAM's commitment to innovation, culture, and service excellence.
Solution
To address the challenge outlined in the briefing, the Jazz Side team implemented a series of creative initiatives. The aircraft was customized to create a welcoming environment distinctly tied to the "LATAM x The Town" theme, ensuring every interior detail reflected a commitment to quality and exclusivity. Customized pieces were developed to accompany the passengers throughout the journey, from welcome items to unique gifts, each thoughtfully designed to enhance the sense of exclusivity and personal appreciation. The climax of the experience came with the activation of a live performance by the Heliópolis Symphony Orchestra onboard the flight. This decision not only provided passengers with a culturally rich and exciting moment but also set a new standard for what a flight can be – a celebration of art, culture, and community. Passengers carried the memory of this experience with them through a personalized gift that included a playlist inspired by the artists performing at The Town.
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