The agency will be responsible for defining and executing the airline’s communication strategy in the Spanish market, as well as managing its relationship with the media.
The airline TAP Air Portugal, the leading company in Portugal and a member of Star Alliance, has selected Alfabétiko as its new communications and public relations agency in Spain. From now on, the agency will be responsible for defining and executing the airline’s communications strategy in the Spanish market, as well as managing its relationship with the media.
With this addition to its international network of public relations agencies, TAP Air Portugal strengthens its position in a strategic market such as Spain, choosing an agency with a solid track record in the aviation, tourism and lifestyle sectors, and extensive experience in global brand communications.
Alfabétiko is a leading communications and public relations agency specialising in aviation, tourism, gastronomy and lifestyle. With offices in Barcelona and Madrid, it has a multidisciplinary team of professionals who are experts in strategic communication, media relations, marketing and design. Founded in Barcelona more than 20 years ago, it is part of the Travel Lifestyle Network, an international network of agencies specialising in tourism and lifestyle, present in more than 50 markets through 25 agencies, with a global portfolio of more than 500 clients.
TAP Air Portugal currently operates a network of more than 90 destinations in Europe, America and Africa. From Spain, the airline connects Lisbon—where its main hub is located—directly with up to twelve Spanish cities: Madrid, Barcelona, Valencia, Malaga, Seville, Bilbao, Alicante, Mallorca, Menorca, Ibiza, Tenerife and Gran Canaria.
Thanks to the geographical proximity between Spain and Portugal, TAP is also establishing itself as a strategic option for Spanish travellers seeking long-haul connections to the Americas and Africa. Eduard Moret, CEO and Managing Director of Alfabétiko, said: “For our company, being the communications agency for an airline of the calibre of TAP Air Portugal is a source of enormous satisfaction.
We are taking on this new challenge with enthusiasm and responsibility, bringing our experience in strategic communications in the tourism sector and, specifically, in commercial aviation, backed by more than two decades of working with national and international airlines, tourist destinations, hotel chains and lifestyle brands.”
For her part, Paloma Utrera, Market Manager for Spain and France at TAP Air Portugal, said: ‘We are convinced that Alfabétiko will be a valuable ally for the company. Its in-depth knowledge of the aviation sector and solid experience in the Spanish market will make a decisive contribution to strengthening TAP Air Portugal’s positioning and consolidating our presence in the media.’
About TAP AIR PORTUGAL
TAP is Portugal’s leading airline and a member of Star Alliance since 2005. Founded in 1945, TAP Air Portugal has its hub in Lisbon, a privileged location in Europe, situated at the crossroads between Africa and North, Central and South America. TAP Air Portugal is the world’s leading airline in connections between Europe and Brazil. The company operates more than 1,000 weekly flights to 75 cities, including six airports in Portugal, ten in North America, fourteen in Central and South America, thirteen in Africa and thirty-eight in Europe (in addition to Portugal).
TAP is firmly committed to modernising its fleet and offering its customers the best product in the industry. The Portuguese airline operates one of the most modern fleets in the world, consisting entirely of new-generation Airbus NEO aircraft: A320neo, A321neo, A321LR and A330neo, which offer greater efficiency and lower emission levels. TAP also operates 19 Embraer aircraft in its regional fleet (TAP Express). In 2025, TAP was ranked by AirlineRatings as the safest airline in Europe and the eleventh safest in the world. TAP Air Portugal has been recognised and awarded as the Leading Airline in Europe to Africa and the Leading Airline in Europe to South America by the World Travel Awards in 2014, 2015, 2016, 2017, 2018, 2019, 2020, 2021, 2022, 2023, 2024 and 2025.
About ALFABÉTIKO
Alfabétiko is an independent marketing, communications and public relations agency with over 20 years of experience, specialising in tourism, aviation, gastronomy and lifestyle. With offices in Barcelona and Madrid, the agency works for national and international brands, developing comprehensive communication strategies, media relations, trade marketing and special events. Alfabétiko is part of the Travel Lifestyle Network (TLN), a global network of specialised agencies that offers coverage in more than 50 markets in Europe, America, Asia and Oceania.
Source: ALFABÉTIKO Communications, PR & Marketing