Delta Campaign Focuses on Personal Touch

NEW YORK–On Tuesday, as Delta Air Lines CEO Leo Mullin was saying that revenues were down 35 percent to 40 percent from this time last year, the nation?s No. 3 carrier was launching a new ?person-to-person? ad campaign that Delta hopes will drive up traffic during the holidays.

The first 30-second TV spot, from Leo Burnett USA, Chicago, and entitled ?Reasons,? features a woman who states that handing gifts to her relatives in person is much better than mailing them, a college student who laments being homesick and a businessman who says that the feeling you get from dispersing presents face-to-face is something that can?t be achieved via fax. Print and radio ads also build on the theme that the holidays are a time for personal touches. Subsequent ads will be introduced through year?s end.

Although the campaign will be featured in national newspapers and cable TV broadcasts, it will receive greater play during NBA games and in the New York, Boston and Atlanta markets. Media spend was not revealed, but a Delta representative said the ?overall budget is significantly less than for previous campaigns.?