Aeromexico takes a bold stand against Donald Trump as its JV with Delta hangs in the balance

Airlines have largely been mute about the rise of the presumptive US Republican presidential nominee Donald Trump and some of his outlandish proposals, including the proposed wall to be erected on the US-Mexico border, which he believes Mexico - the US' largest trading partner in Latin America - should pay for.

But Mexico's largest airline Aeromexico has drawn a line in the sand with a new ad that subtly takes aim at Mr Trump's proposal. It is a commendable move for Aeromexico, which is attempting to establish a strategic cross-border joint venture with its SkyTeam partner Delta Air Lines, just as Mr Trump proposes to erect borders.

The message of tolerance and of borderless air travel featured in the ad is against a backdrop of the ever-growing US-Mexico air travel market, which is strategic for US and Mexican airlines alike. More than anything, Aeromexico has to make moves to preserve business in one of its most lucrative and strategic markets.