Delta,“Hate Lines?”
Situation
Delta, post 9/11, faced diminishing brand equity and crumbling revenue. Travel was at a ten-year low. Long security lines and airport check-in often meant flyers were in the airport longer than they were in the air. Although Delta invested millions in improving its infrastructure, potential travelers were unaware.
Solution
A provocative, aggressive advertising campaign that was devoid of travel destinations and broke the biggest rule in brand marketing, defacing the brand logo. The Media centric campaign flooded NYC market dominating taxi tops, building wraps, print, TV and experiential. If consumers were in-line anywhere they were seeing that Delta was changing the travel experience.
Results
Awards
* Effie Award – for most effective Travel Campaign
* 6 Telly Awards for outstanding creative
*Agency partners: Leo Burnett, Starcom, Modem Media
Delta,“Hate Lines?” Refresh
Situation
Post the success of the Delta Hate Lines campaign the challenge of getting consumers to use the infrastructure and technology improvements remained. How do you say millions invested in a technology? Your life will be easier now.
Solution
A campaign refresh that demonstrated the specific benefits in a fun and relatable way. Keep the message simple and applicable.
Results
Awards
2 Telly Awards for travel advertising campaign