Delta Air Lines
When Delta Air Lines emerged from bankruptcy in the fall of 2007, their goal was to come back stronger than ever. And it wasn’t enough to capture market share in the uber-competitive NYC marketplace— they also needed to reinvent the 80 year old brand as the carrier-of-choice for the sophisticated, global business traveler. MKG was asked to help make the new Delta brand soar, landing with the customers they needed to “Win in New York”.
Drawing on years of experience with Delta and sister-carrier Song, MKG has developed a progressive experiential strategy that elevates the brand identity while simultaneously highlighting on the brands strengths: global scope, diverse resources & partnerships, and industry-leading hospitality.
The first step was to re-introduce the brand with an unprecedented, high-profile, brand experience attracting attention from consumers and media alike: The Delta Sky360 Pop-Up was a 3500 square foot lounge that beautifully embodied the promise of the new Delta, showcasing the brands’ new technologies, progressive culinary approach, luxurious amenities, in-flight advances, and trademark hospitality, all in a sophisticated package that quickly became the talk of the town.
This was only the beginning of the climb—MKG kept increasing the momentum with eye-catching sponsor activations at key properties nationwide. These included a series of game-changing programs at Wine and Food Festivals and the Sundance and Tribeca Film Festival, among others. These activations allowed Delta to speak directly to critical influencers and high-value consumers, while positioning the brand as an industry leader in on-board hospitality.
Meanwhile, multi-faceted activations surrounding the Yankees and Mets, including a cross-channel weekend long Delta-owned event, the Delta Dugout, provided unique ways to broaden awareness of the brand offerings to a wide consumer audience by leveraging partnerships, providing unique content, and giving consumers a once-in-a-lifetime experience.
With their sight set on making New York an example for a national strategy, MKG is poised to lift the brand through strategic consumer experiences nationwide, and help the airline deliver on its promise to “Keep Climbing”.
