Delta Back in Contact

Delta Air Lines is appealing to people’s desire for personal contact in its first campaign since the Sept. 11 terrorist attacks.

Unlike previous efforts by Leo Burnett, which used humor to show how Delta was making air travel more hospitable, the shop’s new work takes a more emotional approach in an effort to entice reluctant travelers back into the air. The ads carry the tagline, “Person to person.”

“The tactical message has taken a backseat to one that’s more reassuring,” said Brad Gerdeman, Delta’s director of worldwide marketing.