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Did you know what does 1 year LATAM took off? I leave you a note that I wrote ago 1 year due to the first LATAM Airlines flight, on that occasion I wrote it for a physical magazine publication, but it never aired, so i leave it here for you to enjoy. Many of the earrings that I will talk about below, have already been given, so know how to apologize :).
We were part of the biggest event of the new LATAM since the announcement of the merger between LAN and TAM more than 4 years ago, its first commercial flight under the same brand and new image.
Last 5 of May we were able to experience first-hand what would be a historic day for LATAM, its first commercial flight as a single mega airline finally bringing together the region's two largest airlines into one. On a date with no specific meaning for the airline, the, at the same time, three commercial flights from Sao Paulo to Santiago, Sao Paulo to Brasilia and from Santiago to Lima, in the latter we were on board exclusively.
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The first three flights were scheduled to take off at the same time from their respective origin airports.. Two Airbus A319 and one Boeing 767 were assigned for this event, that finally left for history two brands so recognized worldwide. These aircraft were the first to display the new LATAM paint, long-awaited and commented livery that as we all know has generated more than one retractor, especially lone star lovers. These first aircraft with the new image operated on the day of the first commercial flight for LATAM Brazil and LATAM Peru, these being the Airbus A319-132 registration PT-TME MSN 4389, Airbus A319-132 matrícula CC-CPO MSN 2872 and the Boeing 767-316ER registration PT-MSY (ex-CC-BDL) MSN 42214. Three planes now marked with history and that gave the definitive start to a new, but the biggest, South American airline.
we take off
As our readers will remember, in previous editions we have reported activities that LATAM organized prior to the launch of the new paint and start of operations as a single airline. Previously, with the #LATAM legacy, we covered the history of the two airlines that make it up from its beginnings until they became the two most representative names in aviation in South America.. The trip continued flying on the first Airbus A350 and the most modern aircraft currently flying in the Americas with the #A350LATAM adventure.. For this first commercial flight we received a new invitation to move from Quito to Santiago, in order to live the experience #somosLATAM, as a kind of closure to the transition towards a single brand, that started as just another dream 4 years ago.
In most of the regional countries, an official launch of the new painting and image was held on 28 of April, where the aircraft painting process was shown, new uniforms and also how, from the 5 of May, the check counters would begin to be seen, VIP lounges and more customer service areas in all parts of the world where the airline operates. On this date it was finally shown, and the rumors of the most anticipated were confirmed to the general public, what would the LATAM planes look like. The introduction of the new brand to passengers began in a synchronized manner in the different subsidiaries, the safety booklets and the new on-board magazine Vamos LATAM were in charge of outlining the gradual change to passengers from flights prior to the first commercial operations under LATAM.
On our flight to Santiago del 4 May we could experience this change, the difference in design is noticeable, at least it catches the attention of the first image.
The first flight
Before talking about the details of the first flight, we were able to be part of an exclusive parade of the airline's new uniforms for cabin crew and airport traffic agents, this the night before the expected first day of operations as a single company. We were also able to talk with the designers of the Brazilian company Interbrand, creators of the new image that involved 2 years of hard work and it will cost more than USD 400 million apply it in its entirety. We were able to learn about the main colors of the brand, indigo and coral, and how it was applied to aircraft, We will discuss this in the following paragraphs..
Early the next morning we went to the Arturo Merino Benítez to participate in the first LATAM in history. Upon arrival at the airport we realized that LATAM was already a reality. Video and image advertising, counters and billboards already had the new brand. A series of signs indicating that LAN and TAM are now LATAM were placed throughout the terminal to help the many confused passengers find their airline., to the surprise of more than one who was unaware of the change and new global brand.
The night before, the staff in charge of the brand made sure that all the areas of access and attention to the public were changed with the brand and isotype, the change was noticeable in every corner, standing out from the rest of the airlines and drawing the attention of more than one curious person who saw how LAN as a brand ceased to exist. We accessed the LATAM VIP room at the invitation of the airline to verify the changes that were also made there. It was very nice to notice how all the company staff were very happy and optimistic with all the changes that were coming from that day on..
For this inaugural flight operated by LATAM Peru, number LP2634, the first Airbus A319-132 with Chilean registration to carry the new image was assigned.. The CC-CPO with the capacity to 144 passengers in a single class, although with the possibility of enabling the LATAM Premium Economy in its first three rows, have 10 years old and is powered by 2 motores IAE V2524-A5. At the Santiago Airport everything was ready for this event, in the departure lounge #10 several billboards announced the event and hundreds of passengers, more than one surprised, photographs were taken along with the new image of LATAM and a beautiful Boeing scale plane 787 Dreamliner sporting the brand new paint.
Boarding started on time, to leave punctually for Lima at 09:05 am, time at which at the same time the other two agreed flights would also take off in Brazil. An atmosphere of happiness and celebration was felt throughout the boarding process.. Every detail was very important to the passengers and staff, from the boarding pass to the boarding call mentioning "Now we are LATAM". The emotion was felt when boarding the plane, the messages from the Head of the Cabin announced at all times the historical event that the passengers on a full plane bound for Lima were experiencing.
As it could not be otherwise, we took off exactly at the expected time to Lima., On this occasion we were able to be seated in the first three rows of the plane in the Premium Economy cabin, to be able to live the full experience of a first flight. The headrests of the entire plane already had the new image. The plane being freshly painted was expected to have had new interiors and seats, but so far this change has not been made on any aircraft in the entire current fleet. The service was special as it was the first flight, small gifts such as diaries and commemorative cards were found by the passengers in their respective seats.
Already in the air and leveled to 36 thousand feet high, the emotion continued with words from the Commander from the control cabin, a new future was beginning for all LATAM staff. Meanwhile, the dedicated and friendly Head of the Cabin continued with the varied and complete service on board., followed by more messages related to the new era of the company. Within these messages, we were pleasantly struck by the fact that the name of this server was mentioned as part of the tribute through the plane's loudspeakers., remembering the anecdote of my first plane flight to the 7 year old.
After some more 2 hours and a half we were ready to land at Lima International Airport, located in the Constitutional Province of Callao that serves the city of Lima, as could be heard in the crew announcements. A smooth landing down the runway 15 brought us closer to the end of a unique experience, It is not every day that you can be part of an inaugural flight, let alone one of the largest airlines in the world.. It could not be for less and after clearing the runway and starting filming towards the landing gate, the last announcement was made for the passengers and guests: "If you look through your windows you can see the traditional water bath by the aeronautical firefighters". With this welcome the experience came to an end., but a great story of an airline that promises to revolutionize and take all of South America to the world began.
pending
As in any makeover of any company, the process is long and above all requires a huge investment. Next, We detail some or more main pending changes that the airline has, we may forget someone, but we are sure that you will help us to complete the list:
Paintwork
As we anticipated, we were able to learn exclusive details of the process that led to the design that some aircraft in the fleet now carry. We were able to know directly from the source that more than 30 designs, with color variants on fuselage, engines, cola, etc. Finally, and after much deliberation, where the time and cost of painting each plane were taken into account, he decided on the painting that we all know. Within this painting process that stands out a reference of the isotype in the tail with a corporate gray background to highlight it, white engines to emphasize elegance, branding on the first forward portion of the fuselage in elegant white and the full isotype on the belly of the aircraft. With new painting techniques, LATAM has managed to generate savings of 25% estimated in the time and weight of the painting applying new techniques in this process.
pending, paint over 300 planes. the whole fleet, including charge, It is estimated that it will finish being painted by the end of the 2018, every time one of the 300+ aircraft enter their corresponding Check C.
codes
Each LATAM subsidiary has its own codes and radio called. For instance, in Ecuador XL as IATA code and LNE as ICAO code with radio called LAN Ecuador or ARE for LAN Colombia. It is not yet clear if a code will be unified, will modify or apply a new radius called LATAM Ecuador, although some pilots already use it in each country, It has not been possible to officially confirm how this interesting detail will be handled.
uniforms
This point will not be an easy task.. More than 53 thousand employees worldwide among airport staff, customer service, major and minor crew and others, It is estimated that more than 400 thousand uniforms. It is because of that, during our tour from the Check-in Counter to the boarding gate, we were able to learn that the staff does not have an exact date to have the new uniforms, but if it is estimated that at least until the end of the year the staff "facing the customer" already have the new and modern clothing.
There is a lot of fabric to cut, literally speaking.
Service on board
We want to refer to the image of the service on board. Dishes, knives, Forks, spoons, napkins and even the little packets of salt and pepper. how do they all know, let's call them components, so far they have the image of LAN and TAM respectively in their services. Another pending point that will require time and, above all, a subsequent process to know what to do with all this material that each airline had insured for many years in the warehouse..
Seating
As we briefly anticipated in the upper paragraphs, The seats are another important pending within a change of image. The first planes painted as LATAM were expected to feature a new interior, but so far this has not been the case. We were able to see first hand that there will be a gradual change as in the entire process, design, comfort, fleet-wide seat size and pitch. The design would be inspired by details and colors from all over South America.. Despite this, aircraft such as the A350 and B787 would already have the final seats that will later be unified with the rest of the fleet..
safety videos
We all agree that the security video or videos are almost as important as the paint on the plane.. They are image and identity on board of any airline. For now, all flights continue to use the video that has been shown for the last few years., with the difference that the marks on the 3D aircraft have been removed and even on some flights it has been omitted and the crew members have performed the demonstrations manually. It is expected that in the course of this year the new and surely striking security video will be presented.
signage
There are as many airports and customer service centers that LATAM has in the world as planes in the fleet or even more. Until the closing of this edition, there are airports that do not yet have changes or references to the new brand. There are so many details that must be changed, such as the markings in maintenance hangars around the world, than having a new airline 100% migrated to a new image concept will take at least 3 More years.
The challenge of changing a brand, especially when there is so much time previously invested in the previous, it's huge, but the changes are advancing within the time parameters that the airline has set from the first day of this project. The earrings will disappear and it is even likely that we will not realize that tomorrow they will all be ready and solved.
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