Travelbiz E-Zine
18
October
2023

TAP Air Portugal Embraces the World

#Traveltradetogether

TAP Air Portugal presents 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. This was the focus at the company’s headquarters in Lisbon, where a specially invited audience of TAP employees, celebrated the new, more inclusive face of the brand.

The aim of TAP’s new messaging is to convey Portugal’s connection to the world, and the world’s connection to Portugal, awakening the typically Portuguese curiosity in every traveller. “Embracing the World” represents TAP’s desire to discover, explore and broaden horizons with an open mind and a warm spirit.

The brand positioning was also 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”.

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,” continues Valente. “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.”

To find out more about the new brand positioning, watch here the “manifesto” film and visit abracaomundo.flytap.com

For more information, please visit flytap.com

Subscribe to our E-Zine

    More

    from latest edition

    Universal Orlando Resort announces two new hotels opening in 2025, adding 1,500 rooms to the Universal Orlando Hotel Portfolio
    05th December 2023

    Universal Orlando Resort announces two new hotels opening in 2025, adding 1,500 rooms to the Universal Orlando Hotel Portfolio

    Today, Universal Orlando Resort announced the addition of two new hotel properties to the Universal Orlando hotels portfolio.

    Read more
    New Interactive Experience The Beam elevates visitors over 800 feet above New York City.
    05th December 2023

    New Interactive Experience The Beam elevates visitors over 800 feet above New York City.

    New incredible photo recreating image taken during the 1932 Rockefeller Plaza construction.

    Read more
    Hayley Moore appointed as Princess Cruises’ Sales Director UK and Europe
    05th December 2023

    Hayley Moore appointed as Princess Cruises’ Sales Director UK and Europe

    Hayley Moore has been appointed as the new sales director for Princess Cruises UK and Europe, effective from early 2024.Moore replaces Nick Hughes in leading the sales team and will report into ...

    Read more
    Explora Journeys unveils sailings for Explora I and II through to April 2026
    05th December 2023

    Explora Journeys unveils sailings for Explora I and II through to April 2026

    Winter 2024 will see two ships in the Caribbean to support the brand’s growth in North America.

    Read more
    New airport passenger security screening system at Ireland West Airport to transform the passenger experience
    04th December 2023

    New airport passenger security screening system at Ireland West Airport to transform the passenger experience

    Ireland West Airport have completed the installation of a new next-generation cabin baggage screening system which is now fully operational at the airport.

    Read more
    daa November Passenger Numbers at Cork and Dublin Airports Take Off
    04th December 2023

    daa November Passenger Numbers at Cork and Dublin Airports Take Off

    Cork Airport heading towards it’s busiest business year ever for international traffic. Almost 2.2 million passengers travelled through Dublin Airport in November

    Read more