Every airline struggles with fluctuations in their customers satisfaction indexes. Problems like delayed flights, lost baggage and the bureaucracy of loyalty programs are just a few examples of situations that can have a negative effect on the index. And for TAM, Brazil’s largest airline, the issue is the same.

In order to be at the center of conversations and improve the brand’s emotional bonds with passengers, it’s essential to create experiences focused on customer retention and relationship.

Given that the moment of truth for airlines is inside airports, we decided to promote one of TAM’s most lovely assets: its aviation history museum. The objective? Awaken the passion for flight in adults and especially children, thereby building a positive opinion of the brand. And as a result, draw the attention of the general media.

The idea: if people won’t come to the aviation museum, the aviation museum must go to them. This is TAM Museum on a Trolley. Inspired by children’s fascination when flying, we came up with an idea with strong media appeal to promote TAM’s museum. We completely redesigned the airport baggage trolleys, transforming them into replicas of the museum’s most famous airplanes. Our fleet was made available through booths located next to the airline’s check in counters. The project was strategically launched at Brazil’s largest airport in São Paulo on children’s week and then, we took the exhibit to Rio de Janeiro, Brasília, Belo Horizonte and Salvador, and it became the center of attention wherever it landed.

If people won’t come to the aviation museum, the aviation museum must go to them. Inspired by children’s fascination when it comes to flying, we came up with an efficient idea to promote the TAM museum and strengthen the brand’s relationship with families. We completely redesigned the airport baggage trolleys, transforming them into replicas of the museum’s most famous aircraft. The project was strategically launched on children’s week at Brazil’s largest airport in São Paulo. The starting point was an integrated campaign, entirely based on direct communication channels. We invited our loyalty program members through e-mails, direct mail, on-board media (TV and magazine) and social media. After launching the campaign, we took the exhibit to Rio de Janeiro, Brasília, Belo Horizonte and Salvador.

On the same month as the launch, the TAM Museum on a Trolley campaign achieved its most significant metric: a 40% increase in the rate of positive customer opinions of TAM.

Other significant metrics for the project:

- over 45,000 visitors to the 5 exhibits, 72% of which were loyalty program members.

- 12,000 photos of passengers interacting with the model airplanes were shared on social media.

- 324 headlines about the project / 18 “cultural guide” style articles like: “Where to take the children in the city.”