LATAM Airlines Spreads Its Wings in ‘Without Frontiers’ from IPG's Graphene

LATAM, Without Frontiers. This is the new promise and brand positioning developed by Graphene, a customised team of talent and resources that is part of the Interpublic Group (IPG), and led by McCann Worldgroup agencies, which comes to capture a new moment for the company and contribute to a global trend observed in different corners of the planet: break down the barriers that separate people and build bonds that unite and include them.

“Customers are at the center of our value proposal, the brand building starts from people, then their community, their country, the region, and the impact on their world. We want to approach each other in a more human way, to be more vibrant, attentive, and committed. As 'Without Frontiers' is not a destination but a path, we will continue to evolve constantly so that the entire customer experience meets the new promise,” says Sabrina Salgado, global marketing head of LATAM Airlines.

The initiative also aims to empower its audience to overcome their personal challenges and any kind of obstacles that prevent them from moving forward.

Pablo Sommer, VP business lead of Graphene and managing director of MRM Chile, says: “With this great work we help the brand to set a meaningful relationship, closer and empathetic with its clients, a connection to go beyond the flight. We want to help promote this new LATAM scenario from a perfectly integrated strategy, creativity, data and technology to collaborate with business solutions”.

Leonardo Chiesi, creative general director of Graphene and MRM Chile, believes: “Our work has been aligned with the way in which the airline will reflect its promise operatively. This includes enhancing the resilient attitude present in the people of our region, who are capable of overcoming difficulties to pursue their dreams, we seek to bring this across the world. And also highlight the performance of the brand in terms of diversity and inclusion, offering products and services, valuing local raw materials and implementing technological solutions that improve the customer experience”.

The 360º campaign has as its main part a video in 60- and 30-second versions, whose carbon footprint was offset through an ecosystem conservation project in forests, wetlands, and grasslands in Latin America. The contents will be present from now on in Brazil, Chile, Colombia, Ecuador and Peru on open and cable television, digital media, OOH and LATAM's social media.