2. IFE Branding LAN Paula Durán IFE Manager LAN

3. LAN - IFE branding3 Agenda Introduction –Introduction to LAN –In flight entertainment at LAN IFE branding –Need to develop IFE branding –Selection of the brand –Development of in branding –Use of branding for all IFE elements

4. LAN - IFE branding4 Introduction to LAN

5. LAN - IFE branding5 Introduction to LAN Passengers Annual Income: (Brazil)(Mexico) The main air group of Latin America –Group of airlines operating together –Covering the most important markets of the region –Annual income of more than US$ 3,200 millions Carga Annual income:

6. LAN - IFE branding6 A history of growth 1993 2006 Aircrafts 13 80 Staff2,200 14,624 Passengers 1,041,000 8,881,000 Tons Cargo 48,000 564,000

7. LAN - IFE branding7 Key elements of success people security eficiency service financing growth

8. LAN - IFE branding8 Rest Distraction Flexible CharmTrust Respect Simple Accessible Positioning of products Premium Business Economy LH Business Express/ Business Express Economy Regional/ Domestic

9. LAN - IFE branding9 Charme Good service (smile and availability, taking care of the children). On board atmosphere (elements, colors y shapes). Trust Impecable cabin were things work. Respect The person, the rest, the timings, their rights as customers and individualism. Distraction Entertainment, food, movies, games etc. Shorten the flight Economy Class positioning Long haul routes

10. LAN - IFE branding10 In flight entertainment at LAN

11. LAN - IFE branding11 New IFE system long haul fleet Goals More availability 99,5% Improve passenger experience –100% of long haul fleet with individual screens and on demand entertainment –More content capability –Additional features, such us mutliplayer games –Screen size: 15.4” in BC (84% increase) and 8.9” in YC (39% increase)

12. LAN - IFE branding12 New 767 cabin- Thales system

13. LAN - IFE branding13 New 767 cabin- 767 Premium

14. LAN - IFE branding14 Increase in product level CDs Shorts Movies 5 8 30 6 20 45 20 120 300 0 50 100 150 200 250 300 350 400 200520062008 Rockwell Collins AVOD PTV/OH DVD/OH OH Thales AVOD Rockwell Collins AVOD PTV/OH DVD/OH OH Thales AVOD Rockwell Collins AVOD Hours of content

15. LAN - IFE branding15 IFE transition at Lan Past (last 10 years) 2006Future (next 10 years) IFE fleet Less than 3030~ 45 More than 45 IFE complexity Tape based systems, 1 market 1~2 providers, Low volume and impact Mix of tape based and digital systems, 3~4 markets and providers, Medium volume and impact Digital systems, > 4 markets > 5 providers, High volume and impact Low MediumHigh IFE expertise Creative direction Low Medium High Low Medium High

16. LAN - IFE branding16 Thales Rockwell Collins PTV Panasonic OH tape based system DVD IFE systems

17. LAN - IFE branding17 20 AVOD i-4000 TES Others PTV-OH tape based DVD-OH tape based Aircrafts May 20072009 28 AVOD i4000 4 AVOD TES 8 AVOD In process 767 340 35 Fleet/IFE hardware- Long haul IFE system Aircrafts IFE system 24

18. LAN - IFE branding18 15 OH Efx Tape based Aircrafts 15 OH Tape based May 20072009 15 OH Efx Tape based 19 OH Efx Tape based 13 No IFE 737 20 OH 318 Efx 319 320 318/ 737 54 Fleet/IFE hardware- Short haul IFE system Aircrafts IFE system 43

19. LAN - IFE branding19 IFE Branding

20. LAN - IFE branding20 Need to develop IFE branding Status 2006 –IFE branding is very basic. –We are not taking advantage of the tools for communications that we have in our fleet. –Included on GUI’s of new IFE system. –Increase in content on January 2007 leads to the need of guiding the passengers to find the programming. Need to develop IFE branding

21. LAN - IFE branding21

22. LAN - IFE branding22 What brand to use? Selection of the brand LAN in New brand

23. LAN - IFE branding23 in Brand related to the in flight magazine Brand well positioned on LAN’s passengers Transimiting the concept looked for –innovation, inspiration, interaction, invitation Flexible brand. LAN is a master brand with many restrictions in brand leans on the LAN brand to build consistency between the brands. What brand to use? Selection of the brand

24. LAN - IFE branding24

25. LAN - IFE branding25 1.What do we want to transmit –Entertainment, movement, modern, LAN brand’s attributes 2.Create the general branding −We developed the in logo with the guidelines of our own LAN brand. −Objective: Movement. Search for a texture and material that permits to construct on video the in brand. 3.Branding for each category: –Develop variations for categories, restricting the in branding to the guideline already defined. –Reflect the concept: video images, fonts, color, music…. Development of in branding Consistent branding across the fleet

26. LAN - IFE branding26 Use of branding on all IFE elements Contribute to the brand building Use of branding for all IFE elements

28. Thanks!