TV spots featuring actual Delta employees in 60-, 30- and 15-second commercials began airing yesterday on TBS and Fox Sports Network, as well as on local stations in New York and Atlanta. The airline
says the new campaign heralds its "new era" following its emergence from Chapter 11 bankruptcy.
The campaign will focus on how Delta is changing the travel experience for its
customers, according to Tim Mapes, the airline's vice president-marketing. Tangible benefits include "industry-leading" in-flight entertainment, signature cocktails and time-saving self-service
technology. The airline will soon introduce an interactive component that allows customers to provide feedback on their travel experience.
Print will run in a variety of newspaper and
magazines; outdoor will include billboards in New York, Atlanta and Los Angeles. Delta's new corporate brand identity is a red "Widget" logo that was unveiled April 30.
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