TAP Air Portugal unveils new brand identity
TAP Air Portugal has unveiled its new brand proposal, placing the motto “Embracing the World” at the centre of its messaging.
TAP’s brand positioning is designed to strengthen the airline’s…
TAP Air Portugal has unveiled its new brand proposal, placing the motto “Embracing the World” at the centre of its messaging.
TAP’s brand positioning is designed to strengthen the airline’s connection with its customers, partners, employees and other stakeholders and to increase awareness in key markets around the world through a new and creative marketing strategy.
The proposal, which renews the personality of the Portuguese carrier’s brand, positions TAP as welcoming, adventurous and fun.
The aim of TAP’s new messaging is also to convey Portugal’s connection to the world, and the world’s connection to Portugal.
The brand positioning has been unveiled to the general public, with the slogan and brand identity appearing online at flytap.com, as well as in an advertising campaign above and below the line in key markets.
The airline also teamed up with popular Portuguese musician Branko, who composed a new brand song that “Embraces the World”.
TAP brand positioning
Justyna Valente, head of marketing at TAP, said: “TAP’s new brand positioning celebrates the natural curiosity and hospitality of the Portuguese, and the Company’s long history of being innovative and pioneering through its new slogan ‘Embrace the World’.
“We live in a more inclusive age where diversity is celebrated, which is why ‘Embracing the World’ also defines the new way TAP wants to be seen by our employees, customers and partners.
“It reinforces our great goal of bringing family, friends and colleagues together and is at the heart of our values as a trusted and inclusive airline.
“We look forward to embracing customers old and new, as TAP takes a step towards a warmer, more dynamic and open future, as we strive to provide every traveller with the best possible flying experience.”
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