The merger was announced last October, producing the world's largest carrier.
The media mix for the campaign, which has been launched across nine countries in the region, includes print, outdoor, online and below-the-line efforts.
The global rebranding of Northwest to Delta has been gradual and, according to the agency, the strategy is primarily aimed at ensuring that the customer experience is not compromised.
The media mix for the campaign, which has been launched across nine countries in the region, includes print, outdoor, online and below-the-line efforts.
The global rebranding of Northwest to Delta has been gradual and, according to the agency, the strategy is primarily aimed at ensuring that the customer experience is not compromised.
Greg Carton, business director with OgilvyOne, said: “It’s a strategy to focus on the customer experience, and our campaign is designed to show that the merger will bring additions, not subtractions for Asia’s travellers.”
The print execution states that the airline’s new goal is to improve customer experience by including new flight routes and more flight frequencies.
Delta’s red and blue flight attendant uniforms have already replaced Northwest’s grey ensembles. Frequent flyer programmes have already been combined and Delta branding is steadily increasing on all of NWA’s fleet.
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Credits:
Project Northwest Airlines Transitional Campaign
Client Delta Air Lines
Creative agency OgilvyOne
Exposure Print, outdoor, online, below-the-line
