{"id":653,"date":"2009-12-11T01:15:00","date_gmt":"2009-12-10T23:15:00","guid":{"rendered":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/?p=653"},"modified":"2020-12-30T00:55:26","modified_gmt":"2020-12-29T23:55:26","slug":"austral-lneas-areas-no-hay-vuelta-que-darle","status":"publish","type":"post","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/austral-lneas-areas-no-hay-vuelta-que-darle\/","title":{"rendered":"Austral L\u00edneas A\u00e9reas: No hay vuelta que darle"},"content":{"rendered":"<figure style=\"width: 640px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/12\/entre4.jpg?resize=640%2C381\" width=\"640\" height=\"381\" \/><figcaption class=\"wp-caption-text\">El anuncio de Austral en la porte\u00f1a Avenida 9 de Julio, trasgredi\u00f3 las convenciones sobre marcas y publicidad. No solo estaba al rev\u00e9s, si no tambi\u00e9n incompleto (foto Pablo Luciano Potenze).<\/figcaption><\/figure>\n<p align=\"justify\">Todas las empresas tienen imagen, cultura y personalidad. Los especialistas en marketing y publicidad se encargan de dise\u00f1ar la primera, la gente de recursos humanos manipula la segunda y las vicisitudes de la vida, independientemente de todo lo que se haga conscientemente al respecto, terminan de formar la personalidad.<\/p>\n<p align=\"justify\">Austral, desde el d\u00eda de su nacimiento, tuvo la necesidad de ser distinta de Aerol\u00edneas Argentinas, sencillamente porque su subsistencia depend\u00eda en gran medida de que los pasajeros de \u00e9sta encontraran una alternativa m\u00e1s satisfactoria. Por este motivo durante los primeros treinta y cinco a\u00f1os de su existencia busc\u00f3 enfatizar esta distinci\u00f3n.<br \/>\nCuando en 1990 Aerol\u00edneas y Austral pasaron a formar parte del grupo de Iberia ambas ten\u00edan im\u00e1genes fuertes que ven\u00edan de m\u00e1s de diez a\u00f1os atr\u00e1s, y estaban perfectamente posicionadas en el mercado. Ning\u00fan pasajero dudaba de sus identidades.<\/p>\n<table border=\"0\" cellspacing=\"4\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td colspan=\"2\" align=\"center\">\n<h3 align=\"left\"><b>El dise\u00f1o original de Austral L\u00edneas A\u00e9reas<\/b><\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td align=\"center\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/12\/entre46.jpg?w=1140\" \/><\/td>\n<td align=\"center\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/12\/entre45.jpg?w=1140\" \/><\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\"><span style=\"font-size: xx-small;\">El <strong>BAC 1-11<\/strong>\u00a0 LV-JNS (derecha), y el <strong>Mc. Donnell Douglas MD-80<\/strong> N-1003G (izquierda). Ambos con sus colores y dise\u00f1os cl\u00e1sicos vistos en el\u00a0 Aeroparque de la Ciudad de Buenos Aires en la d\u00e9cada de los ochenta (fotos Pablo Luciano Potenze).<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p align=\"justify\">Tal era la fortaleza de estos s\u00edmbolos, que Austral se dio el lujo de lanzar a fines de los a\u00f1os ochenta una campa\u00f1a publicitaria en la que realiz\u00f3 diversas transformaciones de su logotipo, lo que fue acompa\u00f1ado por un mensaje que dec\u00eda que por m\u00e1s vueltas que se le diera, el pasajero reconoc\u00eda a la compa\u00f1\u00eda.<\/p>\n<p align=\"justify\">Iberia nunca entendi\u00f3 que las empresas americanas eran entidades con vida propia, y trat\u00f3 de asimilarlas a su imagen, creando un esquema \u00fanico, con una tipograf\u00eda \u00fanica que en el que solamente variaban los colores seg\u00fan la empresa de que se tratara. As\u00ed Iberia, Aerol\u00edneas Argentinas, Austral, Viasa y Air Patagonia (que no existi\u00f3 pero tuvo un avi\u00f3n) tuvieron exactamente la misma imagen.<\/p>\n<p align=\"justify\">Austral se hab\u00eda dado el lujo de poner en la avenida 9 de Julio, el lugar publicitariamente m\u00e1s emblem\u00e1tico de Buenos Aires, un cartel en el que distorsionaba su imagen para resaltar su fortaleza. Iberia no lo entendi\u00f3 y busc\u00f3 imponer una imagen importada de Espa\u00f1a. El cambio no pod\u00eda funcionar, y no funcion\u00f3 (la foto es de 1995).<\/p>\n<table border=\"0\" cellspacing=\"4\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td colspan=\"3\" align=\"center\">\n<h3 align=\"left\"><b>Dise\u00f1os importados<\/b><\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td align=\"center\"><a href=\"http:\/\/www.myaviation.net\/search\/photo_search.php?id=01403447&amp;size=large\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/12\/entre41.jpg?resize=200%2C133\" width=\"200\" height=\"133\" \/><\/a><\/td>\n<td align=\"center\"><a href=\"http:\/\/www.aviationcorner.net\/show_photo.asp?id=75787\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/12\/entre42.jpg?resize=200%2C133\" width=\"200\" height=\"133\" \/><\/a><\/td>\n<td align=\"center\"><a href=\"http:\/\/www.aviationcorner.net\/show_photo.asp?id=75756\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/12\/entre43.jpg?w=1140\" \/><\/a><\/td>\n<\/tr>\n<tr>\n<td colspan=\"3\"><span style=\"font-size: xx-small;\">De izquierda a derecha: <strong>Boeing 737-287\/Adv<\/strong> LV-JTO de Aerolineas Argentinas. Colores propios, dise\u00f1o for\u00e1neo. <strong>McDonnell Douglas DC-9-31<\/strong> LV-WTH de Austral con dise\u00f1o de colores\u00a0 importado. Esquema de colores originales de Iberia aplicados al<strong> Boeing 727-254<\/strong> LV-VFL en 1992 (fotos: Fernando Puppio).<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Austral L\u00edneas A\u00e9reas desaf\u00eda todas las convenciones publicitarias y se atreve con un anuncio incre\u00edble en pleno centro de Buenos Aires. Empresas mas grandes fracasaron con ideas menos revolucionarias.<\/p>\n","protected":false},"author":3,"featured_media":639,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3],"tags":[153,18],"class_list":["post-653","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transporte","tag-austral-lineas-aereas","tag-entre-lineas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Austral L\u00edneas A\u00e9reas: No hay vuelta que darle - Gaceta Aeronautica<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/austral-lneas-areas-no-hay-vuelta-que-darle\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Austral L\u00edneas A\u00e9reas: No hay vuelta que darle - Gaceta Aeronautica\" \/>\n<meta property=\"og:description\" content=\"Austral L\u00edneas A\u00e9reas desaf\u00eda todas las convenciones publicitarias y se atreve con un anuncio incre\u00edble en pleno centro de Buenos Aires. 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