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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."