La Ruta Larga
Turning the least convenient regional routes into the reason to book them.
- Client
- LATAM Airlines
- Markets
- Argentina, Chile, Uruguay
The challenge
Regional Patagonian routes were running below break-even load factors. Competing on frequency and convenience was not available against low-cost entrants on the same corridors, and the existing plan bought the same high-frequency urban media as everyone else — losing share of voice in every one of them.
The idea
We stopped buying the competitor’s media plan. La Ruta Larga moved budget out of national television and into the corridors where these routes are actually chosen: regional radio, bus terminals, border crossings, and long-haul highway placements.
The creative argued that a slower route through Patagonia is not a compromise. Weight was concentrated into the three booking weeks driving 70% of seasonal revenue, accepting total silence the rest of the year.
The results
- Load factor on target routes rose from 62% to 81%
- Cost per booking fell 41% against the previous year’s national plan
- Direct bookings overtook third-party channels for the first time on these routes
- Two seasonal routes moved to year-round service on sustained demand