AIRLINE BRAND IDEA

TOUGH MINDS WITH SOFT HANDS FLY HIGHER

MARKETPLACE TRUTH

It takes "warrior" like determination mixed with the soft touch of a "maiden" to satisfy traveler expectations across all moments of truth.

X

BRAND TRUTH

We are the first Latin American airline to set world-class standards through our proud heritage of Latino hospitality.

X

AUDIENCE TRUTH

The "sky warrior" who is demanding and time starved.  Travel time cannot be downtime.  They've flown enough to know that people make the difference.

=

BRAND IDEA

TOUGH MINDS WITH SOFT HANDS FLY HIGHER

What makes the difference is our people who will fly higher with warrior-like determination mixed with the soft touch of a maiden.  So we will satisfy traveler expectations across all moments of truth leaving our special mark of hospitality on the sky warrior.


P.S.  An idea isn't some magical thing that pops out of nowhere.  It's nothing more or less than a new combination.