Sunday, November 21, 2004
From Frontline. Struggling Delta Airlines wanted to launch a new value-positioned airline (akin to United's failed Shuttle) but went a different route. Trying to appeal to women and creating an emotional branding campaign, the execution and timing may have been off. Delta's profit pressures in a cut-throat market, a narrow target, and murky identity results may cause the plug to be pulled on the project. While the ads are catchy, using Petula Clark's "Downtown" and Jem's "Wish I" and strong imagery, they may have failed in linking the brand to consumer motivations and desires.