DELTA SEVERS LINKS WITH DISNEY PARKS

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Shifting its promotional efforts, Delta Air Lines will end its official airline status with Walt Disney World and Disneyland Jan. 1, leaving open future involvement with Walt Disney Co. on a case-by-case basis.

Both companies cited promotional "flexibility" as an advantage of the change. Also, the move is said to be consistent with Delta's desire to focus less on the leisure traveler and more on business customers.

In addition, Delta has reduced service to Orlando, near Disney World, though the airline remain's the city's No. 1 carrier.

Delta, which became Disney's airline in 1987, remains the sponsor of Disney World's 25th anniversary next year but Disney said it will begin working with other airlines.

"We're not going to select another official carrier," said a Disney spokeswoman.

Earlier this year, Delta also didn't renew its longtime sponsorship with the National Football League, citing a strategic decision to invest marketing dollars in its sponsorship of the 1996 Olympics in its hometown of Atlanta; Delta is the official airline of the Games. Olympics-related teaser spots are currently running from BBDO Worldwide, New York. A full Olympics campaign is expected to begin next February.

Delta reported its best-ever results for the first fiscal quarter, which ended Sept. 30. Net income of $201 million was up 7% from a year ago; revenue rose 1% to $3.19 billion.

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