Delta Air Lines Premieres `Blue Sky`

11th Nov 2002

Delta Air Lines (NYSE:DAL) will unveil a new advertising campaign this month focusing on the extensive flight frequencies offered to customers from its Atlanta hub.

The “Blue Sky” campaign, developed by Leo Burnett USA, will include television, print, radio and out-of-home executions. The new campaign specifically addresses a top customer purchase driver—flight frequency, and will run through March 2003.

“Our Atlanta business customers have told us that flight frequencies are critically important to helping them meet their travel needs,” said Vicki Escarra, chief marketing officer and executive vice president of Delta. “With this campaign, we are reminding travelers that Delta offers them the most extensive route network and frequent daily service to fly them where they want to go, when they want to go. No other carrier in Atlanta comes close to offering the same level of choice and service.”
The campaign will target frequent travelers through multiple contact points, driving home Delta’s superior schedule to key business destinations like New York City, Boston, Dallas and Washington, D.C.

Print ads will run in The Atlanta Journal Constitution, Atlanta Business Chronicle, Time, U.S. News & World Report, and Newsweek, starting Monday, Nov. 11. Radio and television components breaking the same day will illustrate the frequency message using a simple audio device, repeating the names of destinations in the songs “New York, New York” and “Leavin` on a Jet Plane” as if the songs were skipping. Outdoor will follow the week of Nov. 18. 

Delta and Delta Connection offer customers 857 daily flights from Atlanta, the largest airline hub in the world. The carrier gives customers the most flights to key business destinations. From Atlanta, the destinations with the most frequent service include:


New York - Delta offers 32 daily flights to New York’s three major metropolitan airports (LaGuardia, John F. Kennedy International and Newark Liberty International).  The carrier provides hourly service to LaGuardia /// Washington, DC - Atlanta business travelers can fly to the nation’s capital on one of Delta’s 36 daily flights to Reagan Washington National, Dulles International and Baltimore International airports ///
Boston - Delta provides 12 daily flights to Boston Logan International Airport /// Dallas - Delta offers service via 17 daily flights to Dallas/Ft. Worth International and Love Field.
Additionally, Delta offers customers the convenience of nonstop service featuring at least five daily flights to 86 destinations from Atlanta.

“Blue Sky” Campaign: The Blue Sky campaign reinforces Delta’s leadership in the Atlanta market and reminds passengers of Delta’s convenient high flight frequency.  Headlines such as “What are you waiting for?” and “Is now a good time?” challenge the passenger to go when they want to go. The ads tout Delta’s superior schedule to key business destinations like New York City, Boston, Dallas and Washington, D.C.
“The concept playfully reminds travelers that Delta offers them more choices in Atlanta,” said Tim Pontarelli, creative director, Leo Burnett USA.  “It is a simple and provocative way to deliver the frequency message.”

About Delta Air Lines: Delta Air Lines, the world’s second largest carrier in terms of passengers carried and the U.S. airline with the most transatlantic destinations, offers 5,843 flights each day to 426 destinations in 76 countries on Delta, Delta Express, Delta Shuttle, Delta Connection and Delta’s worldwide partners. Delta is a founding member of SkyTeam, a global airline alliance that provides customers with extensive worldwide destinations, flights and services. For more information, please go to

About Leo Burnett USA: Leo Burnett USA is the flagship office of Leo Burnett Worldwide, Inc. (, a global network of over 200 operating units across 83 markets, including 98 full-service advertising agencies and a variety of specialty marketing services including direct, database and interactive marketing, sales promotion and brand consulting. With worldwide billings of $9.9 billion in 2001, Leo Burnett currently handles many of the world`s most valuable brands including McDonald`s, Walt Disney, Marlboro, Kellogg and Nintendo.



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