Delta grows ‘Faces of Travel’ program showing diversity in travel

Delta Air Lines is continuing its push to add more diversity to travel marketing. The airline has expanded its “Faces of Travel” library of free images and videos showing diverse travelers. The assets are intended to be made available for travel industry players to use for marketing on social media and other channels as the airline pushes to increase diversity in travel marketing overall.

The marketer said it has added more than 100 images and 20 films this month, doubling the size of the library, which debuted last year as part of Delta’s Adobe stock collection. Since then, Adobe users have been 40% more likely to download the images, Delta said.

 The airline again worked with creative company Kin on the effort. Seo Ju Park, the Korean-Mexican photographer, was recommissioned to create the new content. Director Rodney Lucas created an anthem film narrated by longtime Delta spokeswoman Viola Davis.

Emmakate Young, managing director of brand marketing, sponsorships and Olympics/Paraolympics at Delta, spoke about the “Faces of Travel” program as an example of the rise in creativity in airline marketing in an interview with Ad Age earlier this year. “If you Google ‘traveler,’ the images you see are not diverse or show how a traveler is in the world,” she said. “We as a company are boldly pursuing equity.”