Delta Air Lines has
tapped the creative powers of Ogilvy & Mather Worldwide and their media agency
partner, Group M/MindShare, to develop a strategic brand campaign as Delta
transforms. Delta will work with its new partners to create a targeted long-
term U.S. advertising and brand positioning campaign that captures the spirit
of Delta’s employees and their commitment to providing outstanding customer
service.“We are committed to creating a customer-focused airline that is simple,
stylish, comfortable and affordable,” said Paul Matsen, Delta’s chief
marketing officer.  “Ogilvy will create a brand image campaign that will
differentiate us in the minds of consumers and promote the products and
services that enhance our customers’ travel experience.  We want long-term
business partners, not just an advertising campaign, and we were attracted to
Ogilvy’s proven history of transforming brands and positioning companies for
lasting success.”
  Delta’s selection of Ogilvy is part of a comprehensive 360-degree plan set
in motion earlier this year to reinvent itself while sustaining growth, one of
the four cornerstones of its strategic foundation.  The partners will begin
working collaboratively with Delta on a creative communications campaign that
includes strategic messaging to be delivered through an innovative media plan.
A new advertising campaign will be launched in early 2005.
  “We are thrilled with this assignment to work with Delta as it transforms
into the leading airline,” said Shelly Lazarus, Ogilvy & Mather’s chairman and
chief executive officer.  “Delta is one of the world’s best-recognized brands.
What Delta is seeking is what Ogilvy does best - the transformation of great
brands.”
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