CASE STUDY: Delta Airlines Delta Airlines Skymiles, MYOB Travel, Crown Room Club and BusinessElite are all extensions of Delta's brand. And all are clients that I've worked with extensively at Digitas, Boston.
brief: Our executive marketing team at Digitas Boston developed a series of unique and memorable marketing campaigns for several of Delta's most elite partner brands.
Over the course of two years, we incorporated each of these clever branding efforts into myriad printed sales materials and targeted direct mail promotions across the country.
approach: The "control" key campaign focused on the familiar keyboard shortcut to savings and powerful on-line travel tools through Delta's bookings portal.
Our Delta Skymiles mailer/newsletter was a traditional approach for targeting frequent Delta customers nationwide. Utilizing the familiar Delta brand, we highlighted business select travel options, such as elite booking features, incentives and rental car benefits.
The Crown Room Club and BusinessElite campaigns were focused exclusively on our high-end clients and business partners. These movements were geared toward the retention of Delta's loyal customers, consumer interface, and personal customer experience.
results: With more than 500,000 mailings per quarter for our Delta Skymiles newsletter alone, our nationwide outreach was, needless to say... massive... and our customer response rate was measured at more than 12%. Based on the metrics provided, that's an average profit margin of more than 1200% per quarter.
Our "control" key campaign was a massive hit with our new and recent customer base. Our data showed an average increase of 9.8% for new Delta customers over the life of the campaign.