Delta, Northwest Launch Ad Campaign Backing Merger

Airlines Act Quickly to Win Over Travelers

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NEW YORK (AdAge.com) -- Delta and Northwest have begun rolling out an aggressive advertising and marketing program to current and prospective customers touting the global benefits of the potential merger between the airlines.
Delta-NWA
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Print ads will run as part of an aggressive advertising and marketing program to tout the benefits of the proposed merger between the two airlines.


In addition to e-mail communications to Delta SkyMiles and Northwest WorldPerks members previously reported by Ad Age, print ads will run in this Friday's editions of The Wall Street Journal and The New York Times. Andy McDill, general manager-corporate communications at Delta, said ads will also run in publications distributed in some of the airlines' major hubs, including Atlanta, Memphis, Detroit, Cincinnati, Minneapolis and Salt Lake City. There will also be a billboard execution in Atlanta on I-85.

The ads were designed in-house by Delta's marketing team. The media buying agency Media Kitchen assisted in placement.

More to come
And this is just the beginning, according to Mr. McDill. "We will continue to pursue other marketing and advertising needs," he said.

Delta and Northwest announced their plans for the $3.1 billion merger that would create the world's largest airline earlier this week. If approved, the new company would be called Delta, employ 75,000 people globally and manage a fleet of almost 800 aircraft making some 6,400 daily flights. Combined with their regional partners, the merged airlines would provide access to 390 destinations in nearly 70 countries. In a statement, Delta and Northwest, which are the country's third and fifth largest carriers, respectively, estimated the value of the new company to be $17.7 billion.

Only hours after announcing the merger plan, the partners began e-mailing five million SkyMiles members as well as "our various corporate, travel agency and other vendor and supplier partners," said Mr. McDill. And both airlines have posted links on their websites to the newly launched www.newglobalairline.com, a site containing information about the merger and a state-by-state breakdown on how customers would be affected by the proposed combination.
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