Chilean airline Lan Chile, also part owner of airlines in Peru and the Dominican Republic, has embarked on an ambitious multimedia advertising sales program. Along with advertising space on various in-flight audio and video programs, Lan Chile will offer a “full communication package” including ticket jacket, meal-tray card and VIP lounge promotion. Miami based Charney & Palacios (part of Publicitas Latin America) will represent Lan Chile.
This integral approach is a first in Latin America. Similar multimedia advertising packages are implemented in the U.S. by United Airlines and in Europe by a number of European airlines.
According to sources at Charney & Palacios-Publicitas, companies from the IT, tourism, automotive and health sectors have shown interest in Lan Chile's multimedia package. Charney & Palacios' sales mandate does not include Lan Chile's In-flight magazine, Aboard Lan-Chile (bimonthly), whose advertising sales are handled by HCP-Aboard In-flight, the custom publishing division of The Miami Herald (Knight Ridder), which also produces the publication.