GLIMMA Americas takes off with the rebrand of Colombia’s nationalairline, Avianca.
GLIMMA was responsible for the brand rollout, including production, project management and installation of the new branding across multiple sites and assets for the airline.
Following competitive tender, GLIMMA has delivered the $1.5 million rebrand programme within budget: 4 continents, 29 countries, 80 airports and 200 ticket offices – all rebranded within just 120 days.
Avianca and El Salvador based TACA airlines joined forces in 2009 and are now operating under the single Avianca identity. With a fleet of 151 aircraft, they cover 100 destinations in 25 countries in the Americas and Europe, offering approximately 5,100 weekly flights.
The new brand was unveiled on 28 May in a glare of publicity. At their three principal airports – Bogotá in Colombia, San Salvador in Ecuador and Lima in Peru – GLIMMA had been busy behind the scenes and kept the new branding carefully under wraps until the public launch.
The rebrand programme was delivered at full-throttle speed – GLIMMA had just six months for the launch, followed by a complete refit of the airports including paint, graphics, signage, stairways, point of sales materials, office branding and their entire ground fleet.
Other carriers in the airline will gradually move under the Avianca brand including Tampa Cargo, TACA Peru, Costa Rica-based Lasca and Ecuador-based Aerogal. GLIMMA will continue to take charge of their brand rollout.
GLIMMA’s Key Partner network has proven invaluable; Avianca has benefited from GLIMMA’s project management expertise and the seamless integration we enjoy with our global supplier base.
Tom Hill, Vice President GLIMMA Americas concluded,
“It’s a been a fantastic start for the Americas team, less than twelve months into the US operation and we’ve delivered an amazing rebrand for Avianca, a major global airline. I think we’ve proven to the Latin American market, that it pays to use brand implementation experts for both cost savings and speed.”