Delta unveils big Saatchi effort

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Delta Air Lines Thursday breaks its first global branding campaign from Saatchi & Saatchi Advertising, New York, focusing on Delta customers' individuality. Advertising shows consumers from around the world tying different reasons to fly to the strings of large silver balloons. The campaign will run in network TV, print, outdoor and radio with the theme, "Millions of reasons to fly today; only one that matters to you." Executions keep the tagline that debuted earlier this year in advertising for Delta's new transAtlantic business class--"On top of the world." Saatchi won Delta's $100 million account in March.

Copyright September 1997, Crain Communications Inc.

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