CHALLENGE

Delta needed to win over business travelers in the early part of their careers. Those sitting in the middle of the plane who would one day be the revenue-driving business travelers sitting in the front. To woo them, the category messaged seat size, amenities, and destinations. We needed something deeper.

UNLOCK

The airline and our audience shared a belief: the world is changed by those out in it. Delta and its audience were ambitious, restless, always moving, to move things forward. For many, air travel could feel like a metal cave you have to endure. But if we lived this shared belief, we could frame Delta as something different. A catalyst, not a cave.

STRATEGY

Delta is the catalyst for people whose ambition pushes them into the world.

We turned this into a voice and a way of being through partnerships, product briefs, OOH, innovation and video.

This recontextualized the brand's long-standing platform "Keep Climbing" to be less about Delta and more about the people Delta serves.

RESULTS

Delta became the preferred airline among millennial travelers. — Fast Company