Burnett Spots Back Delta Hub

Frequent fliers see lots of blue sky in a new campaign for Delta Air Lines. The work, from Leo Burnett in Chicago, reinforces the Atlanta-based carrier’s leadership in the local market.

Two 30-second television spots backed by print, radio and outdoor ads tout Delta’s service to New York, Washington, D.C., Boston and Dallas. TV will air on network and cable stations here. Print breaks today in the At lanta Journal Constitution, Atlanta Business Chronicle, Time, U.S. News and Newsweek.

“What’s important to business consumers in Atlanta is flight frequency,” said Katherine Lu, client director of marketing strategy.

The creative strategy from Burnett creative director Tim Pontarelli uses a simple device. Words to classic traveling songs run across a blue-sky screen accompanied by a bouncing ball. Midway through the words to Frank Sinatra’s “New York, New York,” the soundtrack starts to skip. The city’s name, repeated a half-dozen times, drives home the Delta destination. The airline offers 32 daily flights to New York’s three airports.

A second spot plays with the Peter, Paul and Mary hit “Leavin’ on a Jet Plane.”

Instead of a single tagline, each spot ends with a different thought. “What are you waiting for?” and “Is now a good time?” challenge travelers to fly when they want to, according to Pontarelli.