objectives

Based on the success of DKC’s award-winning communications program for Song, Delta Air Lines retained the agency to develop and manage an extensive public relations and re-branding campaign. The objectives of the campaign were to significantly enhance perception of the brand among consumers, while positioning Delta as the first mainline carrier to offer customers a differentiated on-board experience that makes air travel more enjoyable.

strategy

The cornerstone of DKC’s re-branding program has been publicity-driven integrated marketing partnerships predicated on borrowed equity relationships.

These have included:

Introducing new flight attendant uniforms designed by DKC client, Richard Tyler, at New York’s prestigious Fashion Week.

A widely publicized partnership with celebrity Chef Michelle Bernstein to create an exclusive menu for Delta’s international business class service.

A widely publicized partnership with Rande Gerber’s Gerber Group to create signature in-flight cocktails.

A widely publicized partnership with Chef Todd English to develop signature selections for a new in-flight menu in domestic coach class.

DKC generated awareness for Delta’s Force for Global Good, a philanthropic program consisting of four major charities. DKC arranged for Jon Bon Jovi to introduce the initiative by rolling out a specially-liveried Boeing 767 at a major press conference in Atlanta.

A high profile temporary pop-up lounge was created to showcase Delta’s in-flight experience “on the ground” through a modern, stylish 3500 square-foot space in the heart of Manhattan; open for 5 months, from October 2007 through March 2008, “SKY360 by Delta” showcased unique elements of the airline’s in-flight experience, including in-flight entertainment, upscale cuisine and a worldwide network of destinations.

result highlights

To date, DKC’s public relations efforts have played a significant role in elevating Delta’s bookings, positive perception, and customer satisfaction.

DKC’s efforts have resulted in Delta’s inclusion in a wide variety of prominent and high profile media outlets, including: “The Today Show,” The New York Times, Associated Press, The Wall Street Journal, USA Today, The Food Network, Travel & Leisure, Reuters, New York Post and Us Weekly.

DKC recently completed a major front page promotion with the New York Daily News aimed at highlighting Delta’s trans-continental roots. The promotion launched in conjunction with the New York Yankees resulted in more than 30,000 entries for a first class trip to see the Yankees play in Los Angeles.