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 (unaffiliated with DiPersioDesign, Creative Marketing).

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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 (estimated at the time of launch), our nationwide outreach was, needless to say... massive... and our customer response jumped in percentage ratings. Based on the metrics provided at the time, we saw a potential influx in the client's profit margins for each quarter that followed.

Our "control" key campaign was also a massive hit with our new and recent customer base. Our data/metrics showed an exponential increase for new Delta customers over the life of the campaign.

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