Delta's announcement of a simplified fare structure drew a 300 percent increase in traffic to the airline's Web site on Jan. 5, shattering all previous one-day sales records.
SimpliFares is a new pricing structure developed to establish lower, more consistent fares. The new system offers up to 50 percent off fares to the 48 contiguous United States, lower change fees and no Saturday night stays.
To promote the program, Delta launched a campaign that includes online, direct mail, newspaper, radio and outdoor advertising. Delta street teams also have adorned airports with signs and are blanketing 17 cities with marketing activities such as distributing information onboard flights, riding advertising bicycles and driving Delta-painted Mini-Cooper automobiles.
Additionally, Delta representatives are mingling with fans at sporting events, including Atlanta Hawks and Utah Jazz basketball games, as well as college basketball games in Cincinnati.
At peak volume, Delta.com ticket sales totaled nearly $1 million per hour over a period of several hours and the site recorded more than $10 million in daily revenue for the first time since it began selling tickets in 1996.