Avianca revealed (28-May-2013) its new unified "Avianca" brand image, to be adopted by TACA Airlines, Aerogal and Tampa Cargo. Avianca Holdings CEO Fabio Villegas said, "The single commercial brand represents a very important milestone for an improved flight offering and an interesting challenge to Avianca's service capacity. For that reason, the airline's background and the professionalism and experience shared by many generations of men and women who have contributed with their work to Avianca, TACA Airlines, Aerogal and Tampa Cargo, have become our inspiration." The new uniforms were designed by Colombian designer Alvaro Reyes. The new image was chosen to represent the heritages of Avianca and TACA, with their respective shades of red incorporated, as well as orange to represent the union of the two carriers.
The "new Avianca" will operate 151 aircraft, with a standing order to purchase a 15 ATR 72-600s, including an option for a further 15, and a confirmed order for 15 Boeing 787s. The carrier plans to utilise the ATRs on regional routes between Colombia and Central America. The "new Avianca" route network includes 100 destinations in 25 countries in the Americas and Europe, with 5100 weekly services from hubs at: Bogota (2656 weekly services), San Salvador (532 weekly services) and Lima (483 weekly services). The carrier summarised its recent growth, with passenger numbers increasing 31% between 2010 and 2012:
- 2010: 17.5 million pax;
- 2011: 20.4 million pax;
- 2012: 23 million pax.
Tampa Cargo becomes Avianca Cargo, and is the first cargo carrier in Latin America to operate A330-200F aircraft. The carrier commented on its cargo business, saying, "With the expansion of capacity through dedicated aircraft, as well as the bellies of the passenger fleet, the route network was also broadened to meet importer and exported needs in Latin America." [more - original PR - New Avianca - Spanish] [more - original PR - Uniforms - Spanish] [more - original PR – Logo and colours - Spanish]