Ogilvy Casts Delta in a ‘Good’ Light

ATLANTA Delta Air Lines next month will launch its first national TV push from WPP Group’s Ogilvy & Mather introducing the tagline “Good goes around,” the carrier said.

The Atlanta-based airline plans to place at least four spots on national broadcast and cable programs, said Paul Matsen, Delta’s chief marketing officer.

All executions feature Delta employees and promote the company’s new Simplifare program and its renewed emphasis on customer service, Matsen said.

“The ads are contemporary and human and, hopefully, will bring a smile to your face,” Matsen said, declining to discuss the creative content in detail.

Delta spends about $20 million annually on U.S. measured media, per Nielsen Monitor-Plus.

The work is from WPP Group’s Ogilvy in New York, which won the account last October after a review.

The tagline will eventually be incorporated into all the company’s advertising, which will include TV, radio, print, outdoor and Internet. Delta has not had an overarching tag since it used “On top of the world” in the mid-1990s, Matsen said.

Delta began running radio and outdoor ads in selected markets earlier this month. Those ads will continue and be extended to other markets after the launch of the TV campaign, Matsen said.