VIRTUE created Enjoy the Air — a new brand platform 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 platform’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.
In short, the ask was to craft a mid-lower funnel campaign under ‘Enjoy the Air’ 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.
