Delta’s Song in Talks With Agencies

ATLANTA Delita Air Lines’ low-fare Song subsidiary is talking to a number of agencies about handling marketing assignments, said client representative Tim Mapes.

“We are an innovative, low-cost operation,” said Mapes. “The kind of relationships we have with agencies will reflect that.” He added, “We are and will remain in a constant state of review over the way we go to market.”

Song, which launched last week, has no ad agency relationship and no measured media spending, according to CMR. Competitor JetBlue spent $17 million in 2002, per CMR. Virgin Atlantic, another discount carrier, spent $5 million in 2002, per CMR, but that account, now in play, is currently estimated at $10-12 million.