Delta Promotes Flight Frequency

Television viewers will 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 TV spots, backed by print, radio and outdoor ads, tout Delta’s service to Boston, Dallas, New York and Washington, D.C. The ads will air on network and cable channels in the Atlanta market. Print breaks today in The Atlanta Journal Constitution, Atlanta Business Chronicle, Time, U.S. News & World Report and Newsweek.

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

The creative strategy, said 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 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 currently offers 32 daily flights to metro New York’s three airports.

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

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