Published On: Thu, Oct 11th, 2012

The new Avianca

SAN SALVADOR - In four months all aircraft from the Salvadoran Taca, the Costa Rican Lacsa, Guatemalan Aviateca SA, the Ecuadorian AeroGal and Colombian freighter Tampa, operating under the umbrella of AviancaTaca group in Central America, Ecuador and Peru, will have as a sole trademark the iconic Colombian Avianca.

As was reported by the Spectador on June 23 in the article "Avianca will remove the last name Taca " the president of the Board of AviancaTACA, Roberto Kriete, and Avianca President Fabio Villegas, confirmed the news at the Crown Plaza hotel in San Salvador,.

The decision was made after hearing the study from Lippincott Company (known firm marketing world) in which it was found that the brand Avianca makes the trajectory, market value and brand positioning the best option to project and market products and services integrated within Avianca Taca Holding S.A.

Kriete said the purpose of this decision is to position the airlines integrated under the trademark. "This will ensure that the new Avianca reflects best operational practices of airlines in the group, allowing a strong projection to customers," he said.

Meanwhile, Villegas said that during the integration process they have opened 45 routes, expanded its capacity by more than 37% and simplified its fleet going from 11 to 4 airline families.

In this period they have transported nearly 21 million passengers and they had synergies, which in December 2012 will be more than $ 215 million.

After integration, AviancaTaca has established one of the most extensive route network in Latin America with over 110 destinations served directly in America and Europe, Villegas said.

While this was happening in San Salvador, in Bogotá a group of Portuguese journalists visited Avianca facilities. According to what is shown, the acquisition of the carrier TAP is in advanced stage.

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