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To celebrate 450 years since the founding of Rio de Janeiro, TAM Airlines has decorated one of its A319 with a special “Carioca” livery.
The special decor of the fuselage features a graphical representation of the Portuguese stone waves of Copacabana Beach. These motifs form part of the unique character of Rio de Janeiro and are an integral part of the historic charm of the city.
The company’s Maintenance Center (MRO) in São Carlos (São Paulo), applied the livery using a modern gluing process which took ten employees one day to complete. The artwork is the work product of creative agency Young & Rubicam which serves the airline.
“Rio de Janeiro is a key destination and strategic home base for TAM, therefore we could not fail to mark our participation in this historic event,” explains Eduardo Costa, Marketing Director, TAM. “We want to demonstrate how much we value Rio de Janeiro and the ‘Carioca’ people who are so important to the aviation and tourism industries in our country.”
In addition to the debut of the celebratory livery, the airline carried out a number of special promotions, introduced commemorative in-flight products and received disembarking passengers with a special carpet which also features designs of the traditional “stones of the wave” of Copacabana.
TAM has programed a promotional campaign for Rio’s 450 anniversary which includes special offers for flights departing from Rio de Janeiro–in keeping with the city’s celebrations throughout the year–encouraging more travelers to visit during this special time. TAM and companies linked to the airline’s brand are collaborating with the city’s Rio450 committee to plan the full calendar of events.