• by Larissa Faw , November 9, 2016

Delta and its agency DigitasLBi Atlanta are launching what they say is first branded campaign for the airline's SkyMiles program.  

"With this new generation of avid travelers, now was the perfect time to attract a broader audience by showcasing the benefits our members can experience along the way," says says Michael Ashley, VP group creative director, DigitasLBi Atlanta.  

The "Go See With SkyMiles" creative is designed to reinforce the notion of human curiosity by showing travelers in various places. A video features the backs of various people as they walk through landscapes and locations. The voiceover suggests how Delta can make these scenes a reality.  

“We all have that thing out there that we’re constantly searching for, whether it’s wanderlust, a new experience or just a new perspective. It’s that innate curiosity that keeps pushing us forward," says Ashley.  

“Curiosity” will be featured on Delta In-Flight entertainment screens, Delta owned social channels, and Delta.com. 

Earlier this year, Delta updated its SkyMiles program to make redeeming award points more flexible. It claims to be the first major airline to develop a revenue-based model for its miles.