+44 (0)20 7768 0001

Sign up to our newsletter

Privacy policy

Embracing the World: TAP Air Portugal reaches new heights

Putting the motto “Embracing the World” at the centre of its messaging, TAP’s brand positioning is designed to strengthen the airline’s connection with its customers, partners, employees and other stakeholders, while increasing awareness in key markets through a new and creative marketing strategy.

The proposal, which renews the personality of the Portuguese carrier’s brand, positions TAP as welcoming, adventurous and fun. This was the focus at the company’s headquarters in Lisbon, where a specially invited audience of TAP employees, celebrated the new, more inclusive face of the brand.

The aim of TAP’s new messaging is to convey Portugal’s connection to the world, and the world’s connection to Portugal, awakening the typically Portuguese curiosity in every traveller. “Embracing the World” represents TAP’s desire to discover, explore and broaden horizons with an open mind and a warm spirit.

The brand positioning was also unveiled to the public, with the slogan and brand identity appearing online at flytap.com, as well as in an advertising campaign above and below the line in key markets. The airline also teamed up with popular Portuguese musician Branko, who composed a new brand song that “Embraces the World”.

Justyna Valente, Head of Marketing at TAP, said: “TAP’s new brand positioning celebrates the natural curiosity and hospitality of the Portuguese, and the Company’s long history of being innovative and pioneering through its new slogan ‘Embrace the World’. We live in a more inclusive age where diversity is celebrated, which is why “Embracing the World” also defines the new way TAP wants to be seen by our employees, customers and partners.

“It reinforces our great goal of bringing family, friends and colleagues together and is at the heart of our values as a trusted and inclusive airline,” continues Valente. “We look forward to embracing customers old and new, as TAP takes a step towards a warmer, more dynamic and open future, as we strive to provide every traveller with the best possible flying experience.”

To find out more about the new brand positioning, watch the film by visiting abracaomundo.flytap.com

About TAP

TAP Air Portugal is a Portuguese airline and member of the Star Alliance since 2005. Operating since 1945, TAP has its hub in Lisbon, at the intersection of Africa, North, Central and South America, and is the leading provider of flights between Europe and Brazil. This summer, TAP offers more than 1,230 flights a week through its network of destinations, which comprises seven airports in Portugal, 10 in North America, 12 in Central and South America, 20 in Africa and the Middle East and 44 in Europe (excluding Portugal). TAP has made a clear commitment to modernise its fleet and offer its customers the best product in the sector.

The Portuguese airline operates one of the youngest fleets in the world, with the latest generation Airbus NEO aircraft: A320neo, A321neo, A321LR and A330neo, with superior efficiency and reduced emission levels. TAP also operates Embraer and ATR aircraft in its regional fleet (TAP Express). The company is considered by Airline Ratings the safest airline in Europe and the fifth safest in the world. TAP Air Portugal is also recognised and awarded as Europe’s Leading Airline to Africa, as well as Europe’s Leading Airline to South America by the World Travel Awards in 2014, 2015, 2016, 2017, 2018, 2019, 2020 and 2021.

If you’re looking to create eye-opening partnerships and campaigns for your hotel, destination or brand, get in touch with the team at hello@pc.agency