Livraria Cultura is Multiplus Fidelidade's Newest Partner

SAO PAULO, Nov. 9 /PRNewswire-FirstCall/ -- The Brazilian network of
bookstores Livraria Cultura, through its "Mais Cultura" (More Culture)
program, is the third company to join Multiplus Fidelidade coalition of
partners, TAM's (NYSE: TAM, BOVESPA: TAMM4) initiative for a network of client
rewards programs.

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Through this partnership, Multiplus Fidelidade members will have one more
option for earning and exchanging points for products. Besides flights and TAM
Viagens travel packages, customers can exchange their points for any product
sold by Livraria Cultura - which has more than 2.5 million book titles, in
addition to CDs, DVDs, and magazines.

Every Brazilian real spent by Mais Cultura member customers earns five points
in the program that, in turn, are equal to one point in the Multiplus
Fidelidade program. Upon exchange, each point earned in Multiplus Fidelidade
represents two points in the bookstore network. Any credits already earned by
Cultura customers who are also Mais Cultura members can be exchanged for
Multiplus Fidelidade points beginning in December.

"This partnership will interest those who travel in reading and those who read
in traveling, on top of providing yet another benefit for the 1.6 million Mais
Cultura customers," stated Pedro Herz, Livraria Cultura's president.

Multiplus Fidelity differentiates itself from other rewards initiatives on the
market by being a network of rewards programs from different companies in
different products and services retail industries. The benefits of this
program include the incentives and freedom for each consumer to collect and
spend their points in the way they decide is most convenient, giving the
rewards programs a broader scope and expanding the possibilities for rewards
and for the creation of new business for the partner companies.

"This partnership with Livraria Cultura is an enormous satisfaction for us at
TAM. Livraria Cultura is one of the largest bookstores in Brazil and they play
an important role in the dissemination of knowledge," said Libano Barroso,
TAM's President and the Vice-President of Finance, Management and IT.

Upon signing this agreement, Livraria Cultura will strengthen its brand, which
will participate in the farthest-reaching partner coalition on the market.
Ipiranga and Walmart, through their rewards programs Km de Vantagens and
Bomclube, respectively, are already Multiplus Fidelidade's partners. Purchases
at Ipiranga and Walmart stores already earn credits in their programs, which
may be exchanged for Multiplus Fidelidade's points beginning in the month of
November. The regulations and exact date of these benefits will be
communicated to TAM's clients shortly, in conjunction with Ipiranga and
Walmart.

"By allowing the collection and exchange of points for different products,
Multiplus represents an efficient tool that will help the partner companies
gain and retain customers, as well as sell more," added Barroso.

More information about Multiplus Fidelidade can be found on the website
www.multiplusfidelidade.com.br.

SOURCE TAM

Libano Miranda Barroso, TAM Investor Relations, +011-55-11-5582-9715, fax,
+011-55-11-5582-8149, invest@tam.com.br