Delta: Campaign Is Not Just Another 'Line'

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Delta Airlines announced yesterday an ad campaign titled "Hate Lines?" to promote new service options at New York's LaGuardia Airport.


This effort includes print, online and radio executions along with strategically placed out-of-home ads. The out-of-home ads target people where they are likely to wait in lines. For example, ads are on deli bags, coffee cups and street vendor umbrellas.


The focus of nearly every execution is the Delta Air Lines logo with the word "Lines" crossed off, erased or torn away in some fashion, followed by the rhetorical question, "Hate Lines?" Then the reader is offered solutions for how Delta can help avoid lines. Radio executions call out "Lines" as a dirty word, bleeping it out.


Leo Burnett USA created the campaign.


Service initiatives planned to roll out over the next few months include doubling the number of self-service kiosks from 12 to 24, offering phone banks staffed by reservations sales representatives, positioning airport customer service agents in the lobby to greet customers and direct them to the fastest service option and launching delta.com/nyc. From this Web site, customers can print boarding cards from home or office, check security wait times for New York airports and view special fares and promotions.


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