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 Deltas commitment to respecting and enhancing its customer's travel experience.
哲学
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.
问题
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.
结果
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 Deltas recent 3rd quarter success.