01
BRAND STRATEGY
01 BRAND STRATEGY
A rebranding project of AeroperĂş airlines.
Designed by Carmen Zagazeta Iturrizaga
2
TRUEPERÚ 01
CONTENTS
OUR PASADO
6
History Original Brand Timeline
8 10 12
OUR NEW CHAMBA
16
Brand Soul Mission Statement Los Figuretis Competitive Analysis Old Brand Grid New Brand Grid New Keywords Mood Boards Repositioning Statement
18 20 22 34 36 38 40 42 48
3
4
TRUEPERÚ 01
5
OUR PASADO
6
TRUEPERÚ 01
OUR PAST
7
OUR PASADO
TRUEPERÚ 01
EMPRESA DE TRANSPORTE AÉREO DEL PERÚ S.A., USUALLY KNOWN AS AEROPERÚ, WAS A PERUVIAN AIRLINE, SERVING AS THEIR FLAG CARRIER FROM 1973 TO 1999.
8
OUR PASADO
HISTORY
The company was headquartered in Lima, with the city’s Jorge Chavez International Airport serving as its hub. Besides an extensive domestic route network, Aeroperú offered international flights to places in Latin America and the United States of America.
A crashing end Aeroperú was formed on 22 May 1973 and controlled by the Peruvian Army. By 1978, the Aeroperú network had grown to include a multitude of destinations in Latin America, and also the US cities of New York and Los Angeles due to their large Latino populations. In July 1981, Aeroperú was gradually privatized, with the Peruvian government keeping a minority share of 20 percent. Due to financial difficulties and two tragic and infamous crashes, Aeroperú was forced to suspend all flight operations. On March 1999 most of its route network, as well as the role of Peruvian flag carrier, was taken over by newly founded LAN Perú, owned by a large Chilean conglomerate.
9
10 10
TRUEPERÚ 01
OUR PASADO
ORIGINAL BRAND
Original Brand Soul Charming, with a smile at the ready, warm, friendly and open. The soul of AeroperĂş is friendliness, service and unity.
Original Brand Mission To bring the people in the Americas closer with warmth, hospitality and the Peruvian charisma.
Original Keywords Friendliness. Unity. Charisma.
11 11
TRUEPERÚ 01
TIMELINE
In an effort to find Aeroperú’s soul and new mission, we must first study its history. The brand’s trajectory, accomplishments and failures can give us great insight into what makes this company tick.
1973
1978
Completed the purchase of larger aircrafts, including Fokker F-27’s and larger crafts such as the wider Lockheed L-1011 Tristar.
The Peruvian government creates Aeroperú from the former military owned SATCO (Servicio Aéreo de Transporte Comercial).
1974
1990
Failed joint venture with Faucett, another Peruvian airline.
Aeroperú flies its first international routes Lima-Santiago and Lima-Guayaquil.
Faucett boarding pass c.1960. Faucett was Perú’s oldest airline.
Magazine ad c.1980.
Aeroperú’s first flight in 1973.
Timetable c.1974.
12
OUR PASADO
1999
1993
Peruvian government privatizes a portion of the company, selling it to the Mexican corporation Cintra, which controls Aeroméxico and Mexicana.
1996
After three years of low sales and financial crisis, Continental withdraws it’s offer to purchase the airline; this deal had been proposed as the saving miracle needed to avoid complete ruin.
1999
On August 18, the company officially closes down and liquidates all assets, leaving behind a mountain of debt. The executives in charge attributed the problems to poor management from Aeroméxico and Cintra.
On October 2, flight 603 on route to Chile crashed in the Pacific Ocean, killing all 70 people on board. The crashed was ruled to have been caused by technical failure and improper maintenance of the aircraft.
Re-brand after Cintra purchase.
Aeroperú’s last flight on March 9, 1999.
The crashed aircraft, a Boeing 757-23A had been flying for 4 years.
13
TRUEPERÚ 01
A once nationally owned airline, Aeroperú flew the skies, connecting the world to Peru and its people. After a difficult journey ridden with mismanagement and corruption, can Aeroperú see a new dawn by finding a new purpose and soul?
14
15
OUR PASADO
16
TRUEPERÚ 01
OUR NEW JOB
17
OUR NEW CHAMBA
TRUEPERÚ 01
BRAND SOUL
18
OUR NEW CHAMBA
WE EXALT THE TRUE CHARM, WARMTH AND MAGNIFICENCE OF PERU AND ITS PEOPLE.
19
TRUEPERÚ 01
MISSION STATEMENT
20
OUR NEW CHAMBA
TO CREATE AN EXCEPTIONAL EXPERIENCE FOR TRAVELERS IN THE REAL PERÚ; A JOURNEY FILLED WITH REAL, UNAFFECTED ENCOUNTERS AND WITH GENUINE CONNECTIONS THAT GO BEYOND A PHOTO-OP OR SOCIAL MEDIA POST.
21
TRUEPERÚ 01
“Last year I went to Bali and found this remove village. I was the only foreigner in sight!”
22
OUR NEW CHAMBA
LOS FIGURETIS our audience
Anita, la etérea the spontaneous A 25 year-old blogger from San Diego. She studies communications, loves brunch and to stay at home watching Netflix with her cat. She recently broke up with her boyfriend because he was too demanding. She’s been trying out Tinder, but so far, not a fan. During her summer breaks she likes to travel to new and exotic locations; she doesn’t really care about touring historical places or museums, she likes to meet the people and live life as a local. She likes to spend most of her travel time visiting non touristic places and seldom travels with an itinerary. She’s a very adventurous eater and even when abroad loves to venture out. Her favorite bands are Sia, Post Malone and Billie Eilish. Travel Budget: Low-mid
23
TRUEPERĂš 01
Nicole, la aguja the deal hunter A 30 year-old architect from Maine, Nicole loves a great deal. She is an avid couponer, Pinterest board queen and master of the DIY sugar scrub. She enjoys crossword puzzles and baking bread with her husband on the weekends. A former wild child, Nicole is now very financially conscious and likes to plan her vacations in advance. Never afraid of a spreadsheet, she will make sure every detail is accounted for, that every i is dotted and every t is crossed. Although not much of a foodie, she does a lot of cooking at home and meal prepping, but is not concerned with experimenting or trying out new cuisines. Her favorite bands are Journey, Coldplay and Dixie Chicks. Travel Budget: Low
24
OUR NEW CHAMBA
“If you buy plane tickets three months before your trip and using incognito mode on your browser, you’ll get the cheapest prices.”
25
TRUEPERÚ 01
“We went to the Maldives last year and had a session with a shaman. It was such an incredibly transformational experience.”
26
OUR NEW CHAMBA
Karen, la pituca the jet setter A 45 year old from Connecticut, Karen used to work in publishing but now dedicates her time to her charities and organizing her children’s calendar and household staff. Her husband, a stock broker, works over eighty hours a week so she has a lot of time for herself. Once a year they travel to an exotic location, where she gets to experience new things and break up the monotony of her days. She likes to visit places none of her friends have seen and, although used to luxury, she’s not afraid to rough it up. She loves yoga and meditation and has done several trips with sherpas, shamans and other introspective cultural experiences. She’s not an avid music listener, but loves to read biographies, fiction, and mystery novels. Has two dogs named Attila and Hades that she enjoys running and exercising with. Travel budget: High
27
TRUEPERÚ 01
James, el casero the connoisseur
34 year-old James is a Phlebotomist from Portland. He works very hard but has a schedule with incredible flexibility and great pay. He likes to use his free time to hike with his wife Rhonda, make kombucha and brew beer. Once a year, him and Rhonda like to travel to a new location outside the country. They don’t always know where to go, so they use blogs and internet forums to find exciting ideas. Always conscious of the planet and the people in the locations they visit, they want to make sure they choose ethical providers and that they impact the communities positively. They don’t have any pets or children because they value their independence and they want to be able to leave their home for extended periods of time. Travel Budget: Mid
28
OUR NEW CHAMBA
“There is a place in Tijuana where you can go to a lady’s house, knock on her door and she will make you the best tacos you’ve ever had. TJ’s best kept secret.”
29
TRUEPERÚ 01
“I like to walk around a city and get lost in the sea of people and architecture; to experience the rhythm, the scent, the heartbeat of each new place I visit.”
30
OUR NEW CHAMBA
Amira, la trotamundos the wanderer
A writer from NY, Amira loves to discover new things and be the first one to see new places. She prides herself on not following the crowd and being an independent thinker. She’s introverted and doesn’t like to travel in groups, preferring solo trips where she can truly immerse herself in the culture of the place she visits. Although shy, she likes making new friends during her travels and often stays in contact with them after she’s gone. Her work allows her to work remotely, so as long as there’s and internet connection, she can be anywhere in the world. Amira loves to try new food and doesn’t dislike any dish, a trait she attributes to her Iranian grandmother who would insist she eats all the food she was served. Although a fan of The Cure and Bon Iver, Amira prefers to listen to audio books; she goes through at least 10 a month and has an impressive library at home. Travel budget: Low-mid
31
TRUEPERÚ 01
Greg, el tío explorador the senior explorer
A retired HV/AC technician, Greg is 67 years young. Him and his wife Barbara live a full life vacationing, visiting grand-children, camping and going on cruises. They are not afraid to go to exotic locales and love to spend extended amounts of time in their favorite places. Thanks to Barbara’s smart investments they are financially comfortable and can afford to travel often. Greg loves to play the guitar and sing along with his favorite Jim Croce and Marty Robbins songs. He would love to learn how to play a new instrument but hasn’t had the opportunity to learn yet. His dog Maverick died last year and, although he’s very sad, he is looking forward to being able to take off from home for longer. Travel budget: Mid-high
32
OUR NEW CHAMBA
“Barb and I had a grand time in Costa Rica, the food was fantastic and we met this great gal who showed us around.”
33
TRUEPERÚ 01
COMPETITIVE ANALYSIS
DIRECT
34
ANCILLARY
I believe it’s important to consider our brand as being heavily influenced by Peru’s own national branding and positioning.
FUTURE
OUR NEW CHAMBA
In light of this link, a natural extension of the brand is hospitality. If we’re considering Peru itself as part of the “reason why” behind the brand, we also need to
consider competitors that operate in this realm; other countries, destinations and options for vacation and adventure tourism.
ADVENTUROUS
Future future
direct
future
future
ancillary future
EXPENSIVE
BUDGET
direct ancillary
direct
ancillary
ancillary
future
PREDICTABLE
ancillary 35
TRUEPERÚ 01
OLD BRAND GRID
Aeroperú’s brand had a very traditional feel that married the 60’s Pan-Am jet-setter vibe with an almost stereotypical image of the country. Their marketing used red heavily the Peruvian flag is red and white — and featured tourist-perfect depictions of people, architecture and nature.
36
aeroperú
37
OUR NEW CHAMBA
TRUEPERÚ 01
NEW BRAND GRID
The new look and feel has none of the manicure of the past. The facade of perfection is dropped, the reality of the country revealed. Perú is majestic in its own way; gritty, authentic and unique. This grit is what makes Perú fantastic, the authenticity of the people, the copious food portions, the friendly neighborhood dog.
38
aeroperú
39
OUR NEW CHAMBA
TRUEPERÚ 01
OUR NAME IS TRUEPERÚ. WE BELIEVE IN THE REAL CHARM, WARMTH AND MAGNIFICENCE OF PERU AND WE INTRODUCE IT TO THE CULTURE CONSCIOUS TRAVELLER.
40
OUR NEW CHAMBA
REPOSITIONING STATEMENT
An airline formerly called Aeroperú, Trueperú seeks to connect the world to Peruvian culture through an immersive all-inclusive destination. The new Trueperú will offer authentic accommodations, transportation brokerage, off-the-beaten-path excursions and a direct connection to people; each traveller will have a Peruvian point-family and experience life as a local. We will continue to bring the charm of Peru to the world through the beauty of the land and the genuine smiles of its people.
41
