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AV's New Image & Livery  
User currently offlinebongo From , joined Dec 1969, posts, RR:
Posted (1 year 9 months 1 week 5 days 21 hours ago) and read 14104 times:

The new image and livery will be launched tomorrow. It was a surprise for me since the actual is not so old.
Main HQ in Bogota are changing the billboard about a week ago.
A source told me that the yellow, blue and red(Colombian flag colours) in the logo will dissapear.

56 replies: All unread, showing first 25:
 
User currently offlineMIAspotter From , joined Dec 1969, posts, RR:
Reply 1, posted (1 year 9 months 1 week 5 days 14 hours ago) and read 13707 times:

Bad bad bad move from AV´s side, they are going from having a colourful, recognizable and historical image to a bland, mainstream, boring, unimaginative livery.

Shame

MIAspotter.


User currently offlinebongo From , joined Dec 1969, posts, RR:
Reply 2, posted (1 year 9 months 1 week 5 days 11 hours ago) and read 13448 times:

There you go:



User currently offlinena From , joined Dec 1969, posts, RR:
Reply 3, posted (1 year 9 months 1 week 5 days 11 hours ago) and read 13341 times:

While the stylised bird isnt bad, the change of livery is just a disaster.

How can they dump such a great scheme, one of the nicest worldwide, and introduce such a bland and generic look?

Sorry to be drastic, but the management board who decided that must be a bunch of tasteless idiots who dont know the value of what they already have, dumping a lot of money in a rebranding thats clearly to see from excellent to medioce.


User currently offlinedabpit From , joined Dec 1969, posts, RR:
Reply 4, posted (1 year 9 months 1 week 5 days 10 hours ago) and read 13285 times:
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You would think that AV would have learned from history that a bland livery will not last long.

They had a rather bland livery for a few years at one point then switched back to the red and colored look.


User currently offlinequestions From , joined Dec 1969, posts, RR:
Reply 5, posted (1 year 9 months 1 week 5 days 10 hours ago) and read 13185 times:

Same design house as AA??

User currently offlinebongo From , joined Dec 1969, posts, RR:
Reply 6, posted (1 year 9 months 1 week 5 days 9 hours ago) and read 12957 times:

In fact it is a very similar logo to the new AA's!

User currently offlineYLWbased From , joined Dec 1969, posts, RR:
Reply 7, posted (1 year 9 months 1 week 5 days 9 hours ago) and read 12946 times:

What is wrong with their existing one?! WHY?!?!?!?!?!

YLWbased


User currently offlineshamrock350 From , joined Dec 1969, posts, RR:
Reply 8, posted (1 year 9 months 1 week 5 days 9 hours ago) and read 12869 times:

I think it's actually a better attempt at a bird logo than the new AA, at least you can tell it's a bird!

I never really liked the current AV livery but this new version is very poor, the tail is messy and unfinished (we've heard that before) and billboard titles are very tacky in my opinion. Maybe if they put the logo on the tail it would feel a little more complete and give it a real identity.


User currently offlinealitalia744 From , joined Dec 1969, posts, RR:
Reply 9, posted (1 year 9 months 1 week 5 days 9 hours ago) and read 12871 times:

The livery would look significantly better had they chosen to place the Condor (bird) logo on the tail. Right now the swooshes are indistinguishable and say nothing of the icon.

User currently offlineusair330 From , joined Dec 1969, posts, RR:
Reply 10, posted (1 year 9 months 1 week 5 days 8 hours ago) and read 12830 times:

Quoting bongo (Reply 6):
In fact it is a very similar logo to the new AA's!

I was thinking the same thing.


User currently offlinezkojq From , joined Dec 1969, posts, RR:
Reply 11, posted (1 year 9 months 1 week 5 days 8 hours ago) and read 12820 times:


This doesn't look bad however the previous/current one looks far, far better.

Quoting YLWbased (Reply 7):
What is wrong with their existing one?

I think the 'issue' is that the yellow on the tail represents the Colombian flag. Avianca meanwhile is trying to send the message that it is the airline for all of Latin America. Avianca has subsidiaries in Brazil (Avianca Brazil - used to be OceanAir), Ecuador (AeroGal), El Salvador (TACA) etc (their owners nearly acquired TAP Portugal also). All of these will eventually operate under the name (and livery) of Avianca, new livery can't really show a bias towards one country over others.

All of the above doesn't make it ok to introduce an inferior livery.

Quoting alitalia744 (Reply 9):

The livery would look significantly better had they chosen to place the Condor (bird) logo on the tail.

  


User currently offlinetrent772 From , joined Dec 1969, posts, RR:
Reply 12, posted (1 year 9 months 1 week 5 days 8 hours ago) and read 12751 times:

Awful, just Awful.

Why take the red color that has with time turned into something iconic and a synonym with the airline and make it white like every other airline out there?

AV will no longer stand out at airports around the globe, the red is gone, this isn't like the Summa fiasco where the red planes were brought back after some time, this time is different, the red is gone, and it's gone for good.  


User currently onlineAR385 From , joined Dec 1969, posts, RR:
Reply 13, posted (1 year 9 months 1 week 5 days 8 hours ago) and read 12687 times:
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As I said before, seems like they tried to incorporate the TACA livery/brand somehow and manage to come out with this monstrosity. Completely forgettable, mismatched tail colors and essentially, it makes no sense. If they so badly wanted to keep some semblance of TACA, they could have added the parrot to the existing AV livery. I guess these days anybody can design an airline livery.

Massive fail. It´s worst than the Alianza Summa livery, and that´s saying something.


User currently offlineGiancavia From , joined Dec 1969, posts, RR:
Reply 14, posted (1 year 9 months 1 week 5 days 8 hours ago) and read 12652 times:

The livery is horrible. The tail means absolutely nothing, Just random different shades of crap. Mega fail.

User currently offlineETinCaribe From , joined Dec 1969, posts, RR:
Reply 15, posted (1 year 9 months 1 week 5 days 8 hours ago) and read 12632 times:

Hey guys, consultants have families to feed too, thus the re-design, re-branding, etc.
How do you say "if it ain't broke, don't fix it" in Spanish  

Perhaps they were looking at a way of making sure TACA and its customers did not feel like they were being overtaken by AV but still bad execution.


User currently offlineA388 From , joined Dec 1969, posts, RR:
Reply 16, posted (1 year 9 months 1 week 5 days 7 hours ago) and read 11815 times:

Quoting Giancavia (Reply 14):
The livery is horrible. The tail means absolutely nothing, Just random different shades of crap. Mega fail.

I agree with you that the livery could have been done much better. However, the tail does mean something, it is the current TACA tail but adopted to AV's colors. I'm guessing this is done so the merger of TA and AV is evident and to get the TA customers used to the merged company (brand acceptance purposes).

Quoting ETinCaribe (Reply 15):
Perhaps they were looking at a way of making sure TACA and its customers did not feel like they were being overtaken by AV but still bad execution.

That is what I mean with my other post. I think the purpose of this new livery is to emphasize more on the merged company AV/TA. In that regard the tail logo is actually smartly done. However, the rest is very bad. That is the part that I find they could have done much better. I like the tail logo.

A388


User currently offlinealitalia744 From , joined Dec 1969, posts, RR:
Reply 17, posted (1 year 9 months 1 week 5 days 6 hours ago) and read 11737 times:

Which branding house designed this? Would be interesting to know.

User currently offlineSXDFC From , joined Dec 1969, posts, RR:
Reply 18, posted (1 year 9 months 1 week 5 days 6 hours ago) and read 11244 times:

I like the new livery, it looks nice and fresh. I do agree with others about the placement of the eagle on the tail for both the AA and AV color scheme.. This is a bit OT however does anyone know or can tell me why the Condor was chosen as a logo? What significance does it play?

User currently offlineaer From , joined Dec 1969, posts, RR:
Reply 19, posted (1 year 9 months 1 week 5 days 6 hours ago) and read 11148 times:

Quoting zkojq (Reply 11):
All of these will eventually operate under the name (and livery) of Avianca, new livery can't really show a bias towards one country over others.

Thank you, took the words out of my mouth.

Quoting A388 (Reply 16):
I'm guessing this is done so the merger of TA and AV is evident and to get the TA customers used to the merged company (brand acceptance purposes).

Now that you mention it, I guess they want to avoid something like when the Grupo Taca livery was introduced.


User currently offlineA388 From , joined Dec 1969, posts, RR:
Reply 20, posted (1 year 9 months 1 week 5 days 6 hours ago) and read 10984 times:

Quoting SXDFC (Reply 18):
however does anyone know or can tell me why the Condor was chosen as a logo? What significance does it play?

The condor is also depicted on AV's current tail logo (as hard as one might find it, it is there). The condor also has some sort of national significance to Colombians. In the '70s-'80s there was a Colombian airline called AeroCondor Colombia...



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A388


User currently offlineav757 From , joined Dec 1969, posts, RR:
Reply 21, posted (1 year 9 months 1 week 5 days 5 hours ago) and read 10846 times:

Quoting SXDFC (Reply 18):
This is a bit OT however does anyone know or can tell me why the Condor was chosen as a logo? What significance does it play?

The condor of the Andes is Colombia's national symbol, and has an important role in the culture, folklore and mythology of the Andean regions of Argentina, Bolivia, Chile, Ecuador, and Peru.

The condor has been in the emblem of the company in its logos with many varaitions since its origin in December 5, 1919 when SCADTA was founded.

The livery being dropped as of today was made by Future Brands and the new livery is by the Colombian company of Sancho BBDO Advertising Agency here in Bogota.

Regards
AV757


User currently offlineRCS763AV From , joined Dec 1969, posts, RR:
Reply 22, posted (1 year 9 months 1 week 5 days 5 hours ago) and read 10438 times:

Well you already know what I think about the new image.

But the new uniforms rock! Haven't seen a new airline uniform this classy and yet cool in years! They didn't dispose of the hat or the ruana roja (the red cape) on the FA's, but they modernized them. And the ground crew uniforms look really sharp!

From AV's facebook page:

https://www.facebook.com/AviancaOficial?hc_location=stream


User currently offlineasterix From , joined Dec 1969, posts, RR:
Reply 23, posted (1 year 9 months 1 week 5 days 5 hours ago) and read 10130 times:
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While I like the idea of enhancing the Condor, I definitely think the new livery is a bad and tasteless yoke

User currently offlineMATURRO727 From , joined Dec 1969, posts, RR:
Reply 24, posted (1 year 9 months 1 week 5 days 2 hours ago) and read 8303 times:

Yeah its definetly a shame to see so much history just vanishing to this new image...


Heres a video of the new image(only in spanish)

http://m.youtube.com/#/watch?feature...3D4AlUih0U2p4%26feature%3Dyoutu.be

I do have to say that the new uniforms are indeed quite better than the previous ones


Regards

MATURRO727


User currently offlinena From , joined Dec 1969, posts, RR:
Reply 25, posted (1 year 9 months 1 week 5 days 2 hours ago) and read 8433 times:

Couldnt they just keep the livery and put the new logo on it? Imho it would have been the easiest and quickest thing to do, and a much better result would have been guaranteed.

Quoting trent772 (Reply 12):
AV will no longer stand out at airports around the globe

Certainly not, the new livery should be called camouflage, so bland is it.

Quoting AR385 (Reply 13):
Massive fail. It´s worst than the Alianza Summa livery, and that´s saying something.

The shortlived Summa livery was even worse. Just grey, awful. Dumped within a short time. I hope this one goes the same way...

Quoting alitalia744 (Reply 17):

Which branding house designed this? Would be interesting to know.

One with no creative talent or one with no backbone, so much is known!


User currently offlinebrilondon From , joined Dec 1969, posts, RR:
Reply 26, posted (1 year 9 months 1 week 5 days 1 hour ago) and read 8168 times:

Quoting na (Reply 3):
While the stylised bird isnt bad, the change of livery is just a disaster.

How can they dump such a great scheme, one of the nicest worldwide, and introduce such a bland and generic look?

Sorry to be drastic, but the management board who decided that must be a bunch of tasteless idiots who dont know the value of what they already have, dumping a lot of money in a rebranding thats clearly to see from excellent to medioce.

Here we go. Nobody likes it because it is different and new. I won't pass judgment until I see it on the aircraft.


User currently onlinePRAirbus From , joined Dec 1969, posts, RR:
Reply 27, posted (1 year 9 months 1 week 5 days 1 hour ago) and read 8570 times:

Sad is the fact that TACA, a Latin American aviation icon will disappear too! AV's new logo looks too much like the "new AA's" flight symbol. AV will look like it is associated w/new AA, talk about confusing!  .

User currently offlinena From , joined Dec 1969, posts, RR:
Reply 28, posted (1 year 9 months 1 week 5 days ago) and read 7980 times:

Quoting brilondon (Reply 26):
Here we go. Nobody likes it because it is different and new. I won't pass judgment until I see it on the aircraft.

Nope. You dont have to see the rotten fish when you already smell it. I am not condemning new liveries per se, I´m condemning what is wrong.


User currently offline817Dreamliiner From , joined Dec 1969, posts, RR:
Reply 29, posted (1 year 9 months 1 week 4 days 17 hours ago) and read 6423 times:

Quoting na (Reply 28):
I am not condemning new liveries per se, I´m condemning what is wrong.

Wow, you make it sound like its some God given right....  

Here's a photo in the database, just missing the titles:


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Photo © T.Laurent



User currently offlinena From , joined Dec 1969, posts, RR:
Reply 30, posted (1 year 9 months 1 week 4 days 14 hours ago) and read 6149 times:

Quoting brilondon (Reply 26):
Here we go. Nobody likes it because it is different and new.

Rubbish. Nobody likes it because its bad, probably the most drastic change from good to bad in recent times. The old one was "different", the coming one is generic white plane with coloured tail, which is the exact opposite of a "new" idea.

Quoting 817Dreamliiner (Reply 29):
Wow, you make it sound like its some God given right....  

Big mistakes need big words 


User currently offlinejfk777 From , joined Dec 1969, posts, RR:
Reply 31, posted (1 year 9 months 1 week 4 days 13 hours ago) and read 5979 times:
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Its similar to the Korean airline "Asiana". Except Avianca's is all red. Why has Avianca doen so much corporate rebranding in recent years ? They change thir paint job more then BA did when they had all the flags.

User currently offlinenicholasjet From , joined Dec 1969, posts, RR:
Reply 32, posted (1 year 9 months 1 week 4 days 10 hours ago) and read 5762 times:

More images of the interior have been posted here, including the new interior of their A330s and uniforms.

http://thedesignair.net/2013/05/29/avianca-launches-new-brand/

interestingly, they like it. But they do raise a valid point. That the look for the brand would be perceived differently if it was for a brand new airline compared to one with a heritage. It is said that people are resistant to change....


User currently offlinenicholasjet From , joined Dec 1969, posts, RR:
Reply 33, posted (1 year 9 months 1 week 4 days 7 hours ago) and read 5526 times:

and also... what's with all the red airlines nowadays?!

User currently offlinebogota From , joined Dec 1969, posts, RR:
Reply 34, posted (1 year 9 months 1 week 4 days 5 hours ago) and read 5358 times:

Quoting nicholasjet (Reply 32):
But they do raise a valid point. That the look for the brand would be perceived differently if it was for a brand new airline compared to one with a heritage. It is said that people are resistant to change....

Not entirely true, the interiors except for the change from blue cloth to grey leather are exactly the same as the airline has had for years. The general consensus is that the new uniforms are well liked. What has raised the critizisim is the exterior, which they call minimalist, I call bland and uncreative.

Some societies are resistant to change, such as the American and the British, where company images tend to last for ever. But colombians in general love change, everything new is always a novelty and companies change image much more frequent than in other places, and if a new livery that was not bland even with the TACA style tail would have been well received. The red is part of the soul of the company and that has not changed, we are just so sad to see a change from one of the most outstanding liveries in the world to one that looks so similar to so many around the world, totally uninspiring.


User currently offlineSXDFC From , joined Dec 1969, posts, RR:
Reply 35, posted (1 year 9 months 1 week 4 days 5 hours ago) and read 5306 times:

When will we see the A320s and A330s arrive for re-paints?

User currently offlineRootsAir From , joined Dec 1969, posts, RR:
Reply 36, posted (1 year 9 months 1 week 4 days 4 hours ago) and read 5200 times:

Even the Alianza Summa livery was nicer than this crap

User currently offlinebluesky73 From , joined Dec 1969, posts, RR:
Reply 37, posted (1 year 9 months 1 week 4 days 2 hours ago) and read 5086 times:

Yet another "bland re-brand". Design companies clearly running out of ideas and airline board directors led easily to the bank.

Nothing else to say but bin it!


User currently offlinebrilondon From , joined Dec 1969, posts, RR:
Reply 38, posted (1 year 9 months 1 week 4 days ago) and read 4946 times:

Quoting na (Reply 28):
Nope. You dont have to see the rotten fish when you already smell it. I am not condemning new liveries per se, I´m condemning what is wrong.

Maybe you are what is wrong.

Quoting na (Reply 30):
Rubbish. Nobody likes it because its bad, probably the most drastic change from good to bad in recent times. The old one was "different", the coming one is generic white plane with coloured tail, which is the exact opposite of a "new" idea.

Somebody must have liked it, or they would not have invested in rebranding the airline. I don't really care but when you take what I have posted and in you opinion you don't like doesn't mean other people don't like it. It is just your opinion and you have the right to express it. Please allow others who may have a differing opinion to express theirs without your comments about what others may say. Yes, I get you don't like anything new, but I do like the new look.


User currently offlineetops1 From , joined Dec 1969, posts, RR:
Reply 39, posted (1 year 9 months 1 week 3 days 23 hours ago) and read 4875 times:

Is it me , or is this a rip off of the current AA logo ?

User currently offlineSXDFC From , joined Dec 1969, posts, RR:
Reply 40, posted (1 year 9 months 1 week 3 days 23 hours ago) and read 4844 times:

Quoting jfk777 (Reply 31):
Why has Avianca doen so much corporate rebranding in recent years ?

As someone else pointed out, they had to change their livery because their previous livery looked "too Colombian". Since they merged with TACA they wanted to be seen as more of an airline of South America vs one country. It would be neat if Avianca Brazil featured Green and Yellow stripes IMHO.

Quoting jfk777 (Reply 31):
They change thir paint job more then BA did when they had all the flags.

Weren't those considered specialty planes?


User currently offlineabrelosojos From , joined Dec 1969, posts, RR:
Reply 41, posted (1 year 9 months 1 week 3 days 22 hours ago) and read 4780 times:

The only thing I liked about Avianca is now gone. Welcome to the Ikea airline.

Saludos,
Alex


User currently offlinealfa164 From , joined Dec 1969, posts, RR:
Reply 42, posted (1 year 9 months 1 week 3 days 21 hours ago) and read 4749 times:

Quoting abrelosojos (Reply 41):
The only thing I liked about Avianca is now gone. Welcome to the Ikea airline.

You just insulted my local Ikea store.


User currently offlinebrilondon From , joined Dec 1969, posts, RR:
Reply 43, posted (1 year 9 months 1 week 3 days 21 hours ago) and read 4729 times:

Quoting abrelosojos (Reply 41):

The only thing I liked about Avianca is now gone. Welcome to the Ikea airline.

Well I hope you don't have to load your own luggage and fuel the aircraft yourself on Ikea Air. Hey those of you who run airlines don't get any ideas...


User currently offlinecorsario1 From , joined Dec 1969, posts, RR:
Reply 44, posted (1 year 9 months 1 week 3 days 21 hours ago) and read 4722 times:

I love it! its classy, fresh, and a lot more international than the previous. I do like the previous but it was very Colombia biased, and lacked the international image AV wants to Project. Change is always difficult... but i am sure it will grow on people with time.

User currently offlinebogota From , joined Dec 1969, posts, RR:
Reply 45, posted (1 year 9 months 1 week 3 days 13 hours ago) and read 4488 times:

Quoting corsario1 (Reply 44):
I love it! its classy, fresh, and a lot more international than the previous. I do like the previous but it was very Colombia biased, and lacked the international image AV wants to Project. Change is always difficult... but i am sure it will grow on people with time.

I disagree, its not classy, not fresh, it looks bland, boring and uninspiring. The previous only had Colombia in the tail, but the livery as a whole was very well resolved. This will not grow on people, people will simply get used to it. Nobody will talk about the image, it will become simply another option among the many other around. Hopefully their prices will match their livery as other prettier images with better hard and soft products on board are opening more and more international flights out of Colombia.


User currently offlineGiancavia From , joined Dec 1969, posts, RR:
Reply 46, posted (1 year 9 months 1 week 3 days 12 hours ago) and read 4418 times:

Quoting corsario1 (Reply 44):
I love it! its classy, fresh, and a lot more international than the previous. I do like the previous but it was very Colombia biased, and lacked the international image AV wants to Project. Change is always difficult... but i am sure it will grow on people with time.

We all have our own tastes and opinion no doubt but honestly what is more "international" about this scheme? It doesnt make any sense.

Also its just a bunch of squiggles on the tail, Its not really fresh its a mess. If they put the actual Logo on the tail it would improve a tad..


User currently offlineA388 From , joined Dec 1969, posts, RR:
Reply 47, posted (1 year 9 months 1 week 3 days 4 hours ago) and read 4195 times:

Does anyone know why the Avianca FIDS website doesn't load the FIDS page after logging in? I want to track AV's aircraft that are painted in the new livery so I can take photos once it visits Curacao  

A388


User currently offlineaerokiwi From , joined Dec 1969, posts, RR:
Reply 48, posted (1 year 9 months 1 week 3 days 1 hour ago) and read 4020 times:

It looks like the kind of livery graphic designers plonk on mock aircraft parked at new terminal buildings in images released of airport developments. In essence, just awful. Utterly bleh.

User currently offlineav757 From , joined Dec 1969, posts, RR:
Reply 49, posted (1 year 8 months 4 weeks 2 hours ago) and read 3003 times:

Avianca's new livery on the ATR72-600.


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Regards,
AV757


User currently offlinea300aa From , joined Dec 1969, posts, RR:
Reply 50, posted (1 year 8 months 4 weeks 2 hours ago) and read 2923 times:

I dont like this new livery at all !! Dont like uniforms either, they had an excellent brand and livery before.

User currently offline777way From , joined Dec 1969, posts, RR:
Reply 51, posted (1 year 8 months 3 weeks 6 days 11 hours ago) and read 2670 times:

Quoting 817Dreamliiner (Reply 29):

would've been a nice professional looking merger livery for Air India, more so if they had retained their 1989 livery with the red slash, this looks like it with flowing lines and the orange.


User currently offlineav757 From , joined Dec 1969, posts, RR:
Reply 52, posted (1 year 8 months 3 weeks 12 hours ago) and read 2350 times:

Avianca's new ATR72-600 debuts at the Paris Airshow at Le Bourget with colorful artwork on its propeller blades.


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Photo © Alexey Petrov - RuSpotters Team



Regards:
AV757


User currently onlineAR385 From , joined Dec 1969, posts, RR:
Reply 53, posted (1 year 8 months 3 weeks 11 hours ago) and read 2247 times:
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Quoting av757 (Reply 49):
Avianca's new livery on the ATR72-600.

Is that livery on the prop blades a unique one to that plane, as in a "special livery" or would it be applied to all of them? That´s the only saving grace of this attempt at a livery.


User currently offline777way From , joined Dec 1969, posts, RR:
Reply 54, posted (1 year 8 months 3 weeks 11 hours ago) and read 2210 times:

Quoting AR385 (Reply 53):

seen that before, its not for AV but something ATR do in promos.


User currently onlineAR385 From , joined Dec 1969, posts, RR:
Reply 55, posted (1 year 8 months 3 weeks 11 hours ago) and read 2162 times:
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Quoting 777way (Reply 54):
seen that before, its not for AV but something ATR do in promos.

Thanks a lot. Oh well, that´s too bad.


User currently offlinena From , joined Dec 1969, posts, RR:
Reply 56, posted (1 year 8 months 3 weeks 10 hours ago) and read 2106 times:

And another Big BOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOH for Avianca for this stupid and tasteless move. May it fall like the crappy Summa schema ten or so years ago.

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