The Delta Lounge Bucked Recent Experiential Trends at SXSW—and People Loved It

The event's popularity shows a strong appetite for more sustainable and unique activations

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In a sea of waste-heavy and formulaic activations at South by Southwest (SXSW), The Delta Lounge—one of the 2024 festival’s buzziest experiential marketing installations—aimed to buck some of the trends that have shaped brand activity at the event in recent years.

With its focus on delivering a luxury experience to all SkyMiles members, new and old, and opting for a more sustainable version of what’s become a cookie-cutter model for in-person brand activity, Delta Air Lines drew thousands of visitors to its five-day activation in downtown Austin, Texas.



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