Delta Air Lines_Change is...

Delta Air Lines_Change is...

Description / Synopsis
Recognizing that every moment matters to travelers, SS+K along with partners Digitas, MediaKitchen, CAA, DKC and Lippincott Mercer, created 「Change」 - a fully integrated communications campaign that reinforces Delta’s commitment to respecting and enhancing it’s customer's travel experience.
Context
Delta needed to convince the skeptical flying public that a legacy airline emerging from Chapter 11 restructuring was committed to making flying a better experience. Delta also needed to gain traction with the media, shareholders and most importantly, their customers that we were focused on「Change」 for the better.
Philosophy/Solution
The full campaign continues to include print, TV, radio, OOH, pr, branding and identity and online. Importantly, it also shifts Delta from having a monologue to creating a dialogue with its customers.
Results
As a result of this effort, brand tracking studies have found positive brand perception and brand momentum numbers leap into double digits. Henry Harteveldt, principal analyst at Forrester Research Inc has also credited the campaign for Delta’s recent 3rd quarter success.
Title: "Change is:"
Agency SS+K
City New York
Production Company: Backyard
Advertiser Delta Air Lines
Country of Production United States
Language English
Type Television & Cinema
Creative Director Josh Kilmer-Purcell, Marc Lucas
Art Director Bryan Chiao, Peter Cortez
Chief Creative Officer Marty Cooke
Copywriter Jack Cheng
Producer Oscar Thomas
Account Executive Jennifer Vizina, Elaine Marino, Erin Myers, Gina Leone