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January 3, 2025
Leading a Merger in the Airline Industry
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A leading airline in Latin America, operating across multiple countries in the region and offering global connections. With a broad destination network, the airline is committed to customer experience, sustainability, and innovation. Formed through the merger of two major carriers, it stands out for its service quality and connectivity.
The Challenge
The airline needed to communicate its merger effectively, ensuring that customers perceived the change as an improvement. Maintaining customer loyalty and excitement was critical, despite cultural differences and tight timelines across multiple time zones.
Specific Objectives
- Communicate the values and story behind the merger
- Build trust in the new brand
- Implement a refreshed brand identity
Phases
Phase #1
In-depth Brand and Value Analysis
We ensured that the new merged identity would be perceived by customers as a positive evolution.
Phase #2
Creation of a Responsive Minisite
We designed a dedicated platform to clearly communicate the merger message, aligned with customer
Phase #3
Coordinated Implementation Across Multiple Time Zones
We facilitated a seamless digital transition by adapting to different time zones and regional needs.
Results
Satisfaction
The client praised the minisite for its clarity and effectiveness, recognizing the high quality of service provided.
Delivering on promises
Despite the complexity of working across time zones, all deadlines were successfully met.
Perception
Effective communication allowed customers to see the merger as a clear benefit, aligned with the airline’s new identity.
Conclusion
We supported this major Chilean airline throughout its merger process, successfully delivering clear and impactful communication that resonated with customers. The minisite and the broader communication strategy enabled a smooth transition, strengthened brand trust, and deepened the relationship with users.
