• Brandweek, Tuesday, May 8, 2007 10:30 AM

Delta Air Lines, fresh out of bankruptcy, will roll a fresh campaign to tout its "new era, introduce an updated, boldly modern corporate brand and showcase a reinvigorated customer experience." The effort, themed "Change," will encompass TV, radio, print and outdoor and Delta promises a multimillion budget in support.

TV spots with Delta employees are airing on TBS and Fox Sports Network, along with local stations in New York and Atlanta. Print ads will run in newspapers and magazines, including The New York Times, Conde Nast Traveler and The Wall Street Journal.

"Every element of this campaign is focused on how Delta is changing the travel experience for our worldwide customers, with tangible benefits including industry-leading in-flight entertainment, signature cocktails and time-saving self-service technology, among many others," says Tim Mapes, vice president-marketing. "The campaign communicates how we have modernized, upgraded and reinvigorated the airline, and we're continuing to change."

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