• July 22, 2003

Delta Air Lines' Technical Operations (TechOps) division has been named the recipient of the 2003 Harvey Communication Measurement Award for its Maintenance, Repair and Overhaul (MRO) advertisement featuring a picture of the United States Marine Corps War Memorial. "We are honored to receive this award for an advertisement which highlights the skill, commitment and teamwork of our maintenance professional," said Ray Valeika, Delta's senior vice president-Technical Operations. "Delta set out to make a bold statement in the MRO business and, through our unparalleled service, our growth and our advertisement, we are doing just that." Three years ago, TechOps began a strategic focus on growing in the MRO business and increasing their visibility as a top MRO provider. In 2002, Delta created an advertising campaign centered on the theme "Some things should only be trusted to the most capable hands." The campaign used a series of photos which support this theme. The picture of the U.S. Marine Corps War Memorial was specifically selected for the campaign because it reflected national pride. Based on a photograph by Joe Rosenthal, the Marine Corps War Memorial depicts a flag being raised on the Japanese island of Iwo Jima during World War II. Located just across the Potomac River from Washington, D.C., the monument is dedicated to every U.S. Marine who has fallen in combat since 1775. The ad appeared in the November 2002 issue of Overhaul and Maintenance Magazine and received outstanding survey results. The Harvey Communication Measurement Award recognizes advertising that has achieved outstanding readership response, as measured through personal, face- to-face interviews with a national sample of Overhaul and Maintenance readers. Readers are asked which ads they remember seeing and which ads they actually read .