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SAO PAULO, Aug. 17 /PRNewswire-FirstCall/ -- Multiplus Fidelidade, the new customer loyalty network with multiple redemption options created as an initiative of TAM Airlines (NYSE: TAM, Bovespa: TAMM4), will be releasing its rewards catalog tomorrow, August 18. With this catalog, members in the new network will have more options to exchange their frequent flier points for a wide variety of products beyond airline tickets on flights by TAM and its partner airlines and tourist packages through the TAM Viagens tourist agency.

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In this first version of the program there are nearly 400 products for members of Multiplus Fidelidade to choose from, ranging from automotive accessories, domestic appliances, phones, and portable electric and electronic devices to toys and health and beauty items, among other things. The catalog will be progressively expanded over time to include more products and services.

The full catalog can be accessed at http://www.multiplusfidelidade.com.br or at http://www.tam.com.br (under the "TAM Fidelidade" icon), and the member must have his or her TAM Fidelidade card number and electronic signature for TAM's site on hand. To redeem points and exchange them for rewards, members will need their points redemption password for the TAM Fidelidade program. In this initial phase, a minimum of 7,000 points will be needed to exchange for a selected product, and the catalog can only be used by members who have a CPF number (Brazil's taxpayer ID), with deliveries confined to Brazil's national territory. TAM's partner, Americanas.com, will make deliveries to the customer's chosen address.

The second phase of the marketing campaign to introduce Multiplus Fidelidade's online catalog began to appear in two-page spreads last weekend in the weekly magazines Veja, Epoca and Caras. Tomorrow, August 18, advertisements will start running on the Internet and in radio spots in Brazil's main cities. The ad placements explain that new partners will soon be announced based on suggestions sent in by customers. They also point out that TAM is already part of the network, and therefore members of the TAM Fidelidade program are eligible for this option to redeem points for a variety of products in the online catalog. To reinforce the sense of convergence and value of the accumulated Multiplus Fidelidade points, the image is made up of circular shapes, which will always contain one of the products available from the catalog.

Prior to the end of September, the advertisement will also appear in the magazines Exame, Carta Capital, Dinheiro, IstoE, Epoca Negocios, Pequenas Empresas Grandes Negocios, Placar, Quatro Rodas, Galileo, Quem and Contigo, in addition to publications specifically dedicated to travel and to women's and men's interest. The online media placements can be viewed on sites like MSN, Globo.com, Yahoo, and Estadao. The campaign was developed by the Young & Rubicam agency.