Tam Airlines Design & Branding THE VINTAGE INFLIGHT MAGAZINE by New Content

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Industry Airlines
Media Design & Branding
Market Brazil
Agency New Content
Art Director Danilo Costabile, Rafael Pera
Released June 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: TAM AIRLINES
Product/Service: AIRLINES
Date of First Appearance: Jun 1 2010
Entrant Company: NEW CONTENT, Sao Paolo, BRAZIL
Marketing Director: Manoela Amaro (TAM Airlines)
Marketing Manager: Ricardo Cruz (TAM Airlines)
Marketing Manager: José Racowski (TAM Airlines)
Chief Executive Officer: Giovanni Rivetti (New Content)
Editorial Vice President: Roberto Feres (New Content)
Operational Vice President: Raphael Alcântara (New Content)
Chief Financial Officer: Edoardo Rivetti (New Content)
Chief Executive Officer: Joe Carreira (Touch)
Editor-In-Chief: Cindy Wilk (New Content)
Art Director: Danilo Costabile (New Content)
Art Director: Rafael Pera (New Content)
Commercial Director: Rodrigo Lima (New Content)
Media placement: Inflight Magazine - TAM airplanes - 1 June 2010 - 30 June 2010

Describe the brief from the client
TAM Airlines is the major airline in the South Hemisphere. The company was founded in the 1970s by two brothers who were truly passionate about flying. To celebrate aviation history and to honour the memory of one of the founders, the company created an extraordinary museum, which today holds the world’s largest airplane collection owned by a private airline.

After a long period closed for visitation when the building was completely renovated, the collection was increased and millions were invested in new technologies, TAM museum was about to be reopened.

We needed to drive attention to this fact and underscore the company’s origins, beliefs and values.

Describe the challenges and key objectives
In order to take the passengers to the museum, TAM first decided to take the museum to the passengers, with an imaginary journey where the airline’s legacy and culture could be experienced by the five senses. Everything started with the complete customisation of two Airbus A319s. Each plane received a different painting on its exterior, reproducing the visual identity from past decades. The interior of the two aircrafts was redesigned with the same style and materials used in the original models.

As TAM's publishers we faced the challenge of recreating the entire graphic project inspired by the vintage style.

Describe how you arrived at the final design
TAM’s internationally awarded inflight magazine was 100% recreated following a vintage editorial design, a “new” graphic project from the cover to each session and page. We searched for inspiration in the most important publications from 70's Brazil and prestigious editorial references. The aviation universe was also an important source of research in the process of redesigning the magazine's visual concept.

Give some indication of how successful the outcome was in the market
The vintage inflight experience was a huge success among passengers and made a huge buzz on local media. More than one hundred thousand visitors have since been to the museum and it has become a popular destination for aviation fans, kids on school trips and the public in general.

TAM magazine won the 2010 Passenger Choice Awards as the best worldwide inflight publication (popular voting).