Delta breaks $100 million branding campaign

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Delta Air Lines this week launches its $100 million branding campaign as it seeks to improve relations with its passengers. Ads for the Atlanta-based carrier were built around passenger requests including flight updates and no lines. Ads also will show baggage tags with the word "fly" and accompanying passenger requests such as "refreshed," "w/ me in mind" and "ASAP."

The work, which breaks March 11 on the NCAA basketball tournament, carries no tagline, theme music, celebrity voice-over or majestic airline shots--a tactic agency Leo Burnett USA, Chicago, used to much acclaim when it handled the United Airlines business.

"Airlines like to talk about themselves, and, to some extent, we have been guilty of doing the same," said Frederick Reid, Delta exec VP-chief marketing officer. "Passengers tune out those messages. They want to hear about how airline services [affect] their flight experience."

Delta's new brand identity will include redesigned a Web site, new uniforms and a new airline logo. The campaign breaks later this year in Europe and Latin America.

Ads will run on radio, in national magazines and outdoor. This is Burnett's first work for Delta, the No. 3 airline, since winning the business in September from Saatchi & Saatchi, New York.

Copyright March 2000, Crain Communications Inc.

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