OMG!!! That's so weird!!! I was just thinking about Delta, too!!!
At the start of the partnership with W+K/Delta partnership, Delta was two billion – with a ‘b’ – in the hole. They were a late-night comedian's punchline. Their brand was non-existent. They were coming off a painful merger operating as two separate companies. Now? The airline pockets 3 billion – with a ‘b’ – a year. They continue to climb in the rankings. Their long-standing CMO is celebrated.
We started with “Keep Climbing." Admitting air travel could get better. Then we did better stuff to make flying better. Some of that was ads. Some wasn't.