On TV in Argentina, I heard a LAN commercial (last month) mentioning LATAM Pass at the end, pronounced "Latám." But that was Argentina. In Chile last weekend, I didn't even hear mention of the word "LATAM."

I just called the US Toll Free number - "Thank you for calling Látam Airlines ..." (Oh, by the way, I thought maybe there would be a better recording quality, but it still sounds like an 8-track tape at the bottom of the ocean.)

I would imagine in Gringolandia, people will pronounce it something like "Latum." Horrid. I'm inclined to go for the way I heard it in Argentina, or equal accentuation of both syllables. I am confident that if you ask a taxista in Argentina for Látam, he will pretend not to understand you until you then ask for Latám.

I wonder what the company internal training protocol is. I'm sure there is one