DELTA AIRLINES - CREATOR CONNECTIONS

EPISODE 1 - SOFIA VALDES

OBSTACLE: The COVID-19 pandemic led to an unprecedented downturn in the airline industry, with domestic flights cut by 70% and international travel down by 80%. Despite the challenges, Delta Airlines recognized a persistent desire for travel among people. As the world started to navigate the complexities of post-pandemic recovery, Delta aimed to rebuild trust and stand out in the evolving travel landscape.

SOLUTION: Crafting Delta’s narrative shift: re-committing to the transformation of travel experiences.

Together with UPROXX, Delta launched "Creator Connections," a three-episode video series designed to cast an optimistic light on the resurgence of travel. The series focused on the poignant travel stories of individual creators, showcasing the significant, yet often overlooked, details that illustrate Delta’s commitment to transforming travel experiences in 2021 and beyond.

Approach:

The campaign tapped into the personal travel experiences of various creators, using their stories to illustrate the broader themes of connection and rejuvenation that travel offers.

Strategic Execution:

Content-Driven Campaign: "Creator Connections" used a documentary-style approach to share authentic, personal narratives from creators who highlighted how small details in travel created meaningful experiences. These stories were selected to reflect Delta's dedication to safety, comfort, and a positive travel experience.

Multi-Channel Distribution: The series was distributed across various platforms, including social media and Delta’s own channels, to maximize reach and engagement. Special attention was given to platforms favored by travelers and lifestyle enthusiasts to target the audience effectively.

Outcome:

The "Creator Connections" series effectively communicated Delta's commitment to safety and customer care during a critical time. By focusing on heartfelt, relatable stories, the campaign not only reinstated confidence in air travel but also positioned Delta as a thoughtful leader in the industry’s recovery. Viewer engagement and feedback highlighted a renewed interest and trust in flying with Delta, showcasing the campaign’s success in reaching and resonating with its intended audience.