Delta Relaunch Touts ‘Change’

NEW YORK Delta Air Lines, which recently emerged from Chapter 11, today said it would launch a marketing campaign to herald its “new era, introduce an updated, boldly modern corporate brand and showcase a reinvigorated customer experience.”

The “Change” campaign via SS+K, New York, will include TV, radio, print and outdoor. Modem Media, New York, handles online elements. Delta said this would be a multimillion-dollar effort. The client spent nearly $55 million last year in measured media, per TNS Media Intelligence.

TV spots featuring actual Delta employees in 60-, 30- and 15-second versions will begin airing today on TBS and Fox Sports Network as well as local stations in New York and Atlanta.

Print will run in newspaper and magazines including The New York Times, The Atlanta Journal-Constitution, The Wall Street Journal, New York Magazine and Conde Nast Traveler. Outdoor will include billboards in New York, Atlanta and Los Angeles.

Delta’s new corporate brand identity is a red “Widget” logo that was unveiled April 30.

“Every element of this campaign is focused on how Delta is changing the travel experience for our worldwide customers, with tangible benefits including industry-leading in-flight entertainment, signature cocktails and time-saving self-service technology, among many others,” Tim Mapes, vp, marketing at Delta, Atlanta, said in a statement. “The campaign communicates how we have modernized, upgraded and reinvigorated the airline, and we’re continuing to change. We’re also introducing an innovative, interactive component that will soon invite our customers to provide feedback on their travel experience and share ideas that will allow us to continue to serve them better.”