The creation and introduction of an entirely new concept in the Latin American world - a multi-airline frequent flyer program. The program needed to unite at least fifteen competitive carriers, attract long-haul partner airlines and provide non-airline partners such as major credit card and international hotel brands an entry point into the lucrative Latin American marketplace. An alliance concept had never been tried in the region and “Working together” wasn’t commonplace amongst any of the carriers. Furthermore, huge technical barriers needed to be overcome to combine the separate program.

Our first task was to create a neutral “alliance” brand - acting as an umbrellla for the multiple sub-brands of each airline’s individual frequent flyer programs. Then we developed a creative platform for joint branding and marketing initiatives throughout the Americas.

The complete brand program included: corporate identity, collateral material design, customer guides, route maps, website design - together with full launch and on-going marketing initiatives including pan-regional direct marketing and advertising.

As a result, LatinPass became the single most important frequent flyer brand in the Americas - incorporating major international partner airlines as well as non-airline brands including credit cards, car rental and international hotels.