Tam Airlines Promo THE FLYING MUSEUM by New Content

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Industry Museums & Libraries, Airlines, Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency New Content
Director Daniel Billio
Released May 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: TAM AIRLINES
Product/Service: TAM MUSEUM
Date of First Appearance: May 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)
Creative 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)
Creative Writer: Fabio Modena (Farol Filmes)
General Manager: Paulo Viana (Farol Filmes)
Editor/Director: André Ferezini (Farol Filmes)
Director: Daniel Billio (New Content)
Editor-In-Chief: Cindy Wilk (New Content)
Commercial Director: Rodrigo Lima (New Content)
Media placement: Inflight Magazine - Magazine - 1 June 2010
Media placement: Safety Instruction Video - Video - 1 June 2010

Describe the objective of the promotion.
TAM Airlines is the major airline in the Southern 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 facilities and technologies, TAM museum was about to be reopened. We needed to drive attention to this fact.

Describe how the promotion developed from concept to implementation.
The solution created to communicate the fact and also underscore the company’s origins, beliefs and values was to promote a time travel experience. In order to take the passengers to the museum we first decided to take the museum to the passengers. Everything started with the customisation of two Airbus A319, that served the most important Brazilian business route. From the exterior painting to the interior design, they reproduced the visual identity from past decades. Inflight materials were recreated, such as the safety instruction video, the inflight magazine, the TV show, the meal tray box and crew uniforms.

Explain why the method of promotion was most relevant to the product or service.
Every little detail was taken into consideration to transport passengers to the past through an imaginary journey where the airline’s legacy and culture could be experienced by the five senses. That's exactly what TAM Museum is about. So the activation idea was taking the museum atmosphere to where millions of people are: TAM airplanes. By doing that we promoted a trip to aviation's romantic past during which passengers got in touch with aviation history and were truly touched by the message that the museum was once again open for visitation.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The vintage inflight experience was a huge success among passengers and made a huge buzz in local media.

More than 100,000 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.

To aviation fans the Vintage project generated an emotional journey comparable only, in the words of a TAM employee, to seeing the Brazilian soccer team playing again with the legendary 1970’s uniform.