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.