Delta Better Campaign
Delta had been going through a long-haul travel recovery since the pandemic. Its comms activity had remained modest and there was a need to strengthen its brand presence.
Delta tasked us with tapping into its Masters partnership to get back on the potential traveller’s radar and stand apart from the other US carriers. Our target audience was the active long-haul traveller with a passion for golf and/or sports.
We set out to leverage the partnership to bring more meaning to ”Keep Climbing” by dramatising the shared value we all place on continuous improvement.
The way in? ‘Practice makes perfect progress.’ We created a hero film featuring pro golfer Tony Finau. In the film we learnt about his humble beginnings, his father turning their garage into a driving range to afford him to follow his golfing dream and receiving his first set of clubs from his father’s colleague at Delta, yes his father worked at Delta! The campaign culminated with Tony Finau playing at the tournament.
The hero film was supported by a campaign toolkit which included a 30’ Hero TV + 6’ & 15’ cutdowns, a 2.22’ emotional long form film and 15’ teaser and long form as well as Digital displays, Movie poster, static images and supporting copy for social.
Client
Specialisms involved
Delta had been going through a long-haul travel recovery since the pandemic. Its comms activity had remained modest and there was a need to strengthen its brand presence.
Delta tasked us with tapping into its Masters partnership to get back on the potential traveller’s radar and stand apart from the other US carriers. Our target audience was the active long-haul traveller with a passion for golf and/or sports.
We set out to leverage the partnership to bring more meaning to ”Keep Climbing” by dramatising the shared value we all place on continuous improvement.
The way in? ‘Practice makes perfect progress.’ We created a hero film featuring pro golfer Tony Finau. In the film we learnt about his humble beginnings, his father turning their garage into a driving range to afford him to follow his golfing dream and receiving his first set of clubs from his father’s colleague at Delta, yes his father worked at Delta! The campaign culminated with Tony Finau playing at the tournament.
The hero film was supported by a campaign toolkit which included a 30’ Hero TV + 6’ & 15’ cutdowns, a 2.22’ emotional long form film and 15’ teaser and long form as well as Digital displays, Movie poster, static images and supporting copy for social.
2pp
Unprompted awareness increased
2pp
Consideration increased
4pp
Purchase intention increased
Highlights
