Brands are taking stronger and stronger stances today. But is anyone paying attention?
IPG’s Graphene, the agency created to serve the LATAM Airlines account, wanted to make sure that travelers noticed the airline’s support for LGBT+ Pride month. To this end, they applied rainbow colored baggage tags to customer’s checked bags, complete with a call for inclusion: “Tags are for baggage, not for people.”
The travlers who appear in the promotional video appear to enjoy the addition of a Pride flag on their suitcase. There may have been dissenters too, and it’s hard to say what, if anything, the agency left on the editing room floor. What’s good to see is a brand that’s unafraid to take risks and alient some in order to make it clear to all where the company stands on an issue.
The #FlyWithoutPrejudices campaign appeared in North and South America, Europe and Oceania.
The Chile-based airline is Latin America’s largest, with several direct flights between U.S. cities and South American cities , flies to 140 destinations in 24 countries. In total, LATAM Airlines Group S.A. has approximately 53,000 employees and its shares are traded in Santiago, as well as on the New York Stock Exchange.
Graphene provides unified, integrated marketing communication services in all geographies that LATAM Airlines Group operates, ensuring the brand is efficiently and effectively brought to life.
With this service model from IPG, LATAM Airlines Group is able to simplify processes, improve coordination and communication between different countries, and streamline the use of resources.