MIAMI: The Central American airline TACA will retool its brand through 2009 to better connect with what it calls the “modern Latin” audience.
From operational changes to key messaging, the company is overhauling its brand to better market to the psychographics of the modern Latin, a traveler, who frequently flies across Latin America, said Sarah Sandoval, director of marketing for TACA.
The demographic also includes US Hispanic travelers who connect with Latin American culture, and don't like to be sold to, Sandoval added. The airline caters to 39 destinations in 22 countries throughout the Caribbean and Americas.
“The instinct is to sell, and it was initially difficult for people within my team to grasp,” she said. “But, what we're trying to do is gain trust… We're not overpromising or overselling.”
Messaging to consumers, from the onboard script to signage, has been updated to reflect a more service-oriented tone, rather than the formal commands associated with “the hard sell,” Sandoval said.
To help with the rebranding, TACA recently hired The Jeffrey Group as AOR after a competitive, two-round review. There was no outgoing agency. The firm's Miami office will lead the effort, but it also has offices in Mexico City, Sao Paulo, and Buenos Aires.
Its work began August 1 and will center on outreach to both English and Spanish-speaking media outlets across the Northern Hemisphere, in addition to key pan regional outlets.
“We wanted an agency to assist on strategic planning and message development, and provide help and guidance to translating our company strategy into PR across our [markets],” Sandoval said.
The agency helped launch a new site, News.taca.com, to reach those media, noted Jorge Ortega, president of The Jeffrey Group.
The site will also announce the company's operational changes and new amenities, which will be promoted approximately every two to three weeks, with forthcoming events, Ortega said.