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Delta — Retail



Delta came to VIRTUE on the back of our Enjoy the Air campaign for an overarching approach to their retail promotions in 2024. We came up with the branding, photography, design elements, and tonal approach for their tent-pole sales in summer and winter. Our approach favored simplicity with a natural, minimal editorial feel. We created a bright, playful visual style to showcase Delta’s diverse travel offerings. Unique travel stamps added important details to candid, casual travel moments in a fun, lighthearted way.




Enjoy the Air

VIRTUE created Enjoy the Air — a campaign for Delta’s premium cabin products that focuses on the emotional benefits of flying premium in a category that often focuses on functional benefits only. In it, we invited passengers to reframe how they think about travel, showing that in a Delta Premium cabin, the flight is something to savor, not sit through. For the campaign’s initial launch, we created a suite of holiday campaign assets that encourage shoppers to upgrade their own travel for the holiday season, or give the gift of elevated travel to loved ones.




The ask was to craft a mid-lower funnel campaign to drive premium trial and gift card purchases during the holiday. 20M+ SkyMiles Members led to a +10% increase in Cyber Monday revenue compared YoY. Delta’s most successful Cyber Monday launch to date and our Enjoy The Air creative resulted in 4.4x higher engagement on the Delta homepage.




+ Made with the team at Virtue
↳ RETAIL 2024 // ECD: Heather McTavish / CD/Design: Kyle Lynah / ACD-Copy: James Santiago / ACD-Art: Kat Broydo / Designers: Sarah May, Daniel Hong / Producer: Amanda Stroud-Amory / Photographer: Amanda Fordyce and many others.

↳ ENJOY THE AIR // ECD: Heather McTavish / CD/Design: Kyle Lynah / Copywriters: Shakyra Moore, Will Stallmeyer / ADs: Lena Laque-Almond, Joe Ferraro / Designer: Daniel Hong / Executive Producer: Ken Kitch / Producer: Kara Bello / Production Co: Untold Studios / Photographer: Rosie Matheson / Retoucher: Kaia Zak and many others.