Activations designed in partnership with the Samba agency also include gifts and airline ticket raffles
Latam Airlines Brazil will take Rock in Rio audiences on a journey through its space in the City of Rock. In a project conceived and executed in partnership with the Samba agency, the company will install a mockup simulating the interior of an aircraft and will promote an immersive experience throughout its ecosystem. This is the third consecutive edition of Rock in Rio Brazil to have the official support of Latam to reinforce the concept “Music makes you travel without borders”, which is part of its brand signature “Without Borders”.
“We will take advantage of the public’s passion for music to promote a true end-to-end immersion in the experience of flying with Latam and experiencing a world ‘Without Borders’. We have prepared a space unlike anything the Rock in Rio audience has ever seen, mixing creativity with technology to showcase the robustness of our entire ecosystem,” says Mariana Karrer, marketing manager at Latam Airlines Brazil.
The immersive experience at the company’s stand at Rock in Rio Brazil 2024 will begin with the passenger choosing their destination and checking in at the company’s well-known self-service kiosks. Next, the public will board the mockup that will represent the comfort, convenience and privacy of flying in the company’s Premium Business cabin seats. Upon landing, a virtual tour of the main points of the destination chosen by the passenger will be carried out with the help of a large screen with interaction controls and headphones.
Finally, to present the Latam Pass loyalty program, a points accumulation wheel will draw exclusive gifts and Latam Pass points that can be used to redeem airline tickets or products in the marketplace, Shopping Latam Pass.
Additionally, a QR Code with access to the video of the virtual immersive experience at the destination will be made available for download. The public who downloads the file and posts it on Instagram and TikTok with #LATAMnoRockinRio will be entered into a draw to win round-trip flights to Lisbon for a companion.
Latam’s space at Rock in Rio Brazil 2024 will also feature a VIP Lounge in partnership with Delta Air Lines to reinforce the advantages and benefits of the Joint Venture between the two companies. The space will welcome customers, as well as partners and digital influencers from both brands. Personalities such as Giovanna Ewbank, Bruno Gagliasso, Silvia Braz, Marcus Vinícius, Patrícia Ramos, Letticia Muniz, Theodoro, among others, are expected to attend.
In addition to marketing activations, Latam will also promote the Shared Value pillar of its Global Sustainability strategy during Rock in Rio Brazil 2024. In partnership with Central Única das Favelas (Cufa), the company will bring ten young people who have obtained training in audiovisual and had the opportunity to undergo training at The Town 2023 to have the experience of producing professional content for the festival that will be posted on the social networks of Latam, Cufa, Instituto HNK and Favela Filmes. The company will also have the support of Gastromotiva, a social impact project of solidarity kitchens, to prepare the food served in its space.
