Delta's Campaign Stresses the Passenger Perspective

Brandweek,  March 13, 2000  

Tags: Delta, Delta Air Lines Inc.

• E-mail
• Print
• Link

NEWYORK--Delta Airlines approaches consumers like a spouse in a broken marriage with a campaign attempting to establish honesty and dialogue through print, TV, radio and out of home ads that present the passenger's perspective, not the airline's. Starting with NCAA basketball coverage last weekend and national magazines next month, Delta's first effort with Leo Burnett, Chicago, focuses on baggage tag passenger messages like "Anything But More Lines," "Keep Me Posted" and Fly W/Me.

in Mind," connoting that the airline is listening because "every passenger has different requests." The second ad phase addresses Delta's response and will be product specific noting services like e-ticket curb side check in and BusinessElite seats. Annual media spend is estimated at $100 million.

COPYRIGHT 2000 Nielsen Business Media, Inc.
COPYRIGHT 2008 Gale, Cengage Learning