Avianca, a Single Commercial Brand for the Airlines of AviancaTaca Holding S.A.

After rigorous market research and business analysis carried out with Lippincott - a world recognized marketing firm - Aviancawas selected to be the single commercial brand for the airlines that today comprise AviancaTaca Holding S.A.

According to the results of the studies, positioning brand equity, and history of Avianca make it the best choice to expand and commercialize the products and services of all the airlines integrated in AviancaTaca Holding S.A.

From its official launch in 2013, the Avianca brand will be adopted as the commercial name for: Aerovías del Continente Americano S.A. Avianca and Tampa Cargo S.A., incorporated in Colombia, Aerolíneas Galápagos Aerogal S.A., incorporated in Ecuador and the airlines of the TACA Group: TACA Internacional Airlines S.A. incorporated in El Salvador, Líneas Aéreas Costarricences S.A. LACSA, incorporated in Costa Rica, Transamerican Airlines S.A. (TACA Peru) incorporated in Peru and Aviateca S.A., incorporated in Guatemala.

The companies will retain their legal name and add the trading name Avianca in their respective territory of incorporation. The airlines will maintain their respective legal and labor structures. The brand Avianca will be used in communication with clients and marketing in all the territories where the airlines operate.

The integration process of the companies and the Avianca brand migration:

After an intense reorganization of operations, with the goal of providing a superior travel experience to customers in Latin America and travelers from across the world, the airlines that conform AviancaTaca Holding S.A. prepare their migration to a single commercial brand. With this decision, the companies are seeking to consolidate their presence in markets and be more competitive in an increasingly complex and demanding environment.

Since the integration announcement in October 2009, the member airlines have moved forward with its modernization and growth program along with its plan to capture synergies. 45 routes to new destinations have been launched, capacity has been expanded by more than 37% and the fleet has been simplified from 11 to 4 types of aircraft families. These efforts, coupled with the adoption of a single technological platform for customer service, unification of the frequent flyer programs under the LifeMiles brand and integration to Star Alliance, sets the foundations to commercialize our products and services under a single brand.

The official launch of the new image and the start of commercialization under the brand will be carried out during the first half of 2013, after complying with the legal requirements in each country. Implementation will be rolled out throughout the year, beginning in the first half with the airlines of the TACA Group, Avianca and Tampa Cargo and Aerogal in the second half (once the Ecuadorean airline completes its technological standardization process and operational integration with the other airlines).

The CEO of AviancaTaca Holding S.A., Fabio Villegas Ramirez, said that: "As part of the integration process, the organization has been very visible driving activities that are highly relevant to the travelers and regions served by the group's airlines. In parallel with the modernization of infrastructure, both on ground and on board, the network expansion and incorporation of new technologyl to improve the travel experience, the companies have simultaneously yielded sought after results in domestic and international markets, as well as impressive customer satisfaction figures, which drive growth and positive financial results."

In announcing the decision to adopt a single commercial brand for the integrated airlines, the Chairman of the Board, Roberto Kriete, noted: "The goal is to position the airlines under the Avianca brand as the Leading Airline in Latin America and the traveler's favorite. It is a company with Latin American roots with the best human talent of the industry in the region, looking to anticipate customer needs and renowned for the superior quality of service. This is how we can make sure that the new Avianca reflects the best operational practices of the airlines of the group enabling a strong presence. Under the brand Avianca we continue to fulfill our mission of integrating El Salvador, Costa Rica, Guatemala, Colombia, Peru, Ecuador, and the nations of the Americas with the world at large through commercial aviation, which has been the inspiration since the companies were founded. We offer travelers a service that is both competitive, efficient and sustainable and we'll continue creating jobs and aiding the development in the countries where we operate."

Launch of the new brand image

In line with the decision to adopt a single commercial brand, expert staff and external consultants are working on the integration project of the Avianca brand image. The new image will be extended to all the products and services of the company, as well as the aircraft, uniforms and spaces used as customer touchpoints.

Latin Excellence, the spirit of the new Avianca

Both shareholders and executives of AviancaTaca Holding S.A. are confident that the consolidation of business activities under the Avianca brand constitute a new opportunity to reach the integration objectives. These goals are focused on providing a safe, friendly and efficient service for travelers in the region and across the world, who day after day choose to fly on the route network of the AviancaTaca Holding S.A. airlines.

Company management extend their gratitude and appreciation to the authorities of El Salvador and other countries where the companies of the TACA Group are incorporated, for their continuous support in the business development initiatives over nearly 85 years of uninterrupted operations in the region, enabling progress and improvements in the quality of life for Central American countries and the Americas as a whole.