Nonstop: From Pride to Lima

LAN airline will become the first to offer direct flights from San Francisco International Airport to Jorge Chavez International Airport in Lima, Peru, and is celebrating with a little pride.

LAN has become a key sponsor for San Francisco's 40th Pride festival, a first for the airline, which has never sponsored a pride celebration, according to a press release.

Stephan Roth, a spokesman for LAN, said it's using the event to engage a massive LGBT consumer base.

"Pride is a good fit for them," he said. "They're reaching out to a huge gay consumer base this way, and it's a big step socially, too. Chile, where LAN is based, and Latin America seem to be more conservative, but they're recognizing the importance of this market to their airline."