Delta Airlines Gift Back Project

Delta Airlines Gift Back Project

FACTS

Industry: Travel

Client: Since 1997

Location: Atlanta, Georgia

Employees: 80,000

Over 3,000 Delta flights take off every day

THE AMBITION

To minimize attrition and increase spend, Delta aimed to make its SkyMiles credit card THE card of choice for members.

HOW WE CONSPIRED

Joining forces with Delta and American Express, we created The Gift Back Project campaign to refocus communication on emotional benefits that would keep the card front-of-wallet.

The Gift Back Project used personal stories from cardmembers to reward their friends and family for doing good, starting a virtuous cardholder cycle of thinking about the card, using the card, and earning benefits—all while sharing good deeds and spreading brand affinity.

Everyone wins. First, Delta selected a Gift Back recipient, Karen Newport, based on her strong partnership with the Red Cross. Nominations were then opened up to the public. Recipient #2, Chris Matthew, was nominated by his wife, a Card Member. Recipient #3, Nancy Wasilowski, was nominated by her brother, who learned about the program on a Delta flight. Recipient #4, Dennis Bigelow, was nominated by his coworker, a SkyMiles member.

WHAT WE DID

  • Program strategy and development
  • Program management
  • Wireframes
  • Creative design and copywriting
  • Website design and development
  • Social media marketing
  • Video production

15 million+ total campaign interactions

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