Ogilvy, Delta Will Seek Emotional Ties

CHICAGO Among the elements Delta Air Lines will tout in its brand transformation will be Delta hospitality, an attribute that has been a heritage of the brand but needs to be refreshed, the company said.

“We probably lost sight of the emotional connection between Delta people and our customers,” said Paul Matsen, Delta’s CMO. “Our people believe it; our customers believe it, and want to see us focus on that, so it will be a key element of the communication.”