Wieden + Kennedy New York's first advertising campaign for Delta Air Lines introduces the 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 faces challenges and shows how it is tackling them head on. The voiceover promises consumers 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 monochrome images of employees at work with copy like, "An ounce of humanity can outweigh five hundred tons of metal" and "A ticket entitles you to more than just a seat." The text is rendered 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'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.