▶ LATAM Airlines Presents Its New Brand Promise: "Welcome to Going Higher"

LATAM Airlines Group unveiled its new brand promise, “Welcome to Going Higher,” a proposal that places the passenger at the center and aims to improve every moment of the journey, on the ground and on board. The announcement marks an important step within the group’s transformation process, which includes changes in product, service, and operations.

A Launch Conceived as a Real-Time Advertisement

The group held an uncommon event in the industry: a launch designed as a real-time advertising spot. What happened on stage was projected outward as part of the campaign itself. The activity featured the presence of the artist Francisca Valenzuela, who gave a live performance.

More than 250 attendees — including executives, press, opinion leaders, and influencers — participated in the immersive experience developed at MUT. There, it was shown how this promise will become concrete actions that passengers will be able to perceive during their travels.

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A Transformation Based on Product, Service, and Sustainability

The new concept emerges from an internal process that included renovations in cabins, lounges, premium services, the boarding experience, the gastronomic offering, and continuous improvements in operations. The company also integrated a vision of sustainability, focusing on materials, processes, and efficiency, to achieve more responsible travel in line with its environmental commitment.

Rodrigo Padilla, Director of Branding at LATAM Airlines Group, explained the essence of this proposal. He stated that the goal is for people to feel welcomed when traveling with the company. He added that the new promise reflects a brand guided by hospitality and attention to detail, evolving to meet the needs of a more connected and demanding passenger.

A Tour of Concrete Experiences

The event occupied two floors of the venue and maintained a structure that was completely visible from the outside, allowing the public to observe what was happening inside. Guests visited different spaces that simulated real stages of the journey.

Redesigned Premium Cabin

Included new seats and an ambiance designed to offer greater comfort.

Space Dedicated to Sustainability

The “Segundo Vuelo” (Second Flight) initiative stand showed how the airline reuses discarded textiles and supports ventures led by women’s communities.

Latin American Cuisine

Attendees could learn about a gastronomic proposal that reflects regional flavors.

Modern Premium Cabin

An installation created exclusively for this launch, with a focus on comfort and design.

Additionally, special raffles were held, including tickets and LATAM Pass miles.

Progressive Implementation Until 2026

The slogan “Welcome to Going Higher” is already present in campaigns and activations across the region. LATAM announced that the coming months will bring news related to product, routes, fleet, digital experience, and sustainability, with the goal of bringing this promise to every passenger touchpoint.

LATAM Airlines Presents Its New Brand Promise: “Welcome to Going Higher”

A Launch Conceived as a Real-Time Advertisement

A Transformation Based on Product, Service, and Sustainability