LAN and TAM Airlines Begin Flights Under Its Consolidated Brand, LATAM Airlines.

The new brand unveiled last week operated its first commercial services today, coinciding with the launch of its integrated website www.latam.com and the unveiling of the brand in 14 airports around the world: Bogotá, Brasília, Buenos Aires / Ezeiza, Guayaquil, Lima, Madrid, Miami, New York / John F. Kennedy, Quito, Rio de Janeiro / Galeão, Santiago, São Paulo / Congonhas, São Paulo / Guarulhos and Washington, D.C. / Dulles.

The first regular flights—two from São Paulo/Guarulhos to Santiago in Chile and Brasilia and one from Santiago to Lima—were operated by a Boeing 767-300ER and an Airbus A319, which now wear the colors of the new airline. On May 3 the airline made its first flight ever when transported to Brazil the Olympic flame from Geneva, Switzerland.

“Today, a new chapter begins in the history of Latin American and global aviation. LATAM Airlines Group will offer clients more than a new brand – it will offer a new travel experience,” said Enrique Cueto, CEO of LATAM Airlines Group.

Changes at airports will range from new signage at check-in counters and ticket desks to boarding passes and baggage tags as well as the new-look VIP lounges. In line with the aircraft rebranding, the roll-out across all airports where the company operates should be concluded within three years.

Besides the formal launch of scheduled flights, LATAM announced Johannesburg as its most recent destination. The thrice-weekly service, to be launched on October 6, will be served with the airline’s Boeing 767-300ER aircraft.

With the introduction of the route, the airline will be the sole Latin American carrier to connect both continents. Currently, the route is operated by South African Airlines, with which LATAM will compete.

“After the Americas, Europe and Oceania, Africa will become the fourth continent with regular flights operated by LATAM Airlines Group. We have been working hard over the past few months to obtain the approvals necessary to operate this flight,” said Roberto Alvo, Senior Vice President – International Business and Alliances of LATAM Airlines Group.