Based in Santiago, LATAM Airlines are the largest airline in Latin America, having been formed in 2012, with the LATAM brand launched in 2015 as a result. Employing over 35,000 individuals, they transport over 75 million individuals per year, making them one of the world’s largest in this sector.

Naturally, this required a new brand identity, and creating something which resonates across LATAM Airlines core market has not been a straightforward project. Latin America compromises many different cultures, languages and countries, and as such, creating and maintaining one unifying presence – especially in the face of legacy brands and operations – is a somewhat unique challenge to overcome.

Join Dominic Purvis, SVP Product and Customer Experience of LATAM Airlines, as he gives insight into the work which continues to be done to accompany LATAM Airlines growth within the region, driving a single brand across such different markets.