Wieden + Kennedy New York's first advertising campaign for Delta Air Lines introduces the new tagline "Keep climbing."
The campaign, breaking this month in New York City, uses TV, print and outdoor advertising to emphasize that the world's biggest airline is committed to improving the experience of flying.
A 60-second, black-and-white commercial asks, "What does it take to fly?" and gives viewers an insider's perspective on Delta's business, focusing on the pilots and the personnel that the ad claims have "the passenger's back."
The commercial notes that the industry has its challenges and shows how Delta is tackling them head on. The voiceover promises viewers that Delta will prove, "We're not just building a bigger airline, we're building a better one."
Outdoor and print ads continue the theme with black-and-white images of employees at work with lines like, "An ounce of humanity can outweigh 500 tons of metal" and "A ticket entitles you to more than just a seat" in Delta blue. The airline's red triangle logo is turned at an angle to mimic a plane's ascent.
Wieden won the Delta account last year following a review that pitted the independent agency against Omnicom Group's BBDO in the final round.
Delta, which completed its acquisition of Northwest Airlines early this year, spent $18 million in measured media last year, according to Nielsen.