Delta SkyMiles

Delta SkyMiles

FACTS

Industry: Travel & Credit Card

Client: Since 1997

Location: Atlanta, Georgia

Employees: 80,000

Over 3,000 Delta flights take off every day

THE AMBITION

Delta aspired to have record growth within their credit card portfolio. To achieve this goal, they needed to acquire 1 million new card members in a single year.

HOW WE CONSPIRED

We built an acquisition machine grounded in human insight. Front and center was messaging that tapped into an emotional truth: Travelers are not focused on a large points balance but instead on having fun, relaxing—getting away. The creative solution featured the joys of reaching a new destination, assigning facts about earning bonus miles to a support position.

We aligned our messaging strategy with Delta’s segmentation data to deliver the right message and offer at the right cadence to the right SkyMiles member. Joining forces with Delta counterparts, we leveraged paid, owned and earned channels, and directed members to a custom landing page to sign up for the card. The acquisition machine continues to turn out record breaking numbers.

WHAT WE DID

  • Acquisition marketing campaign
  • Messaging strategy
  • Email design & copywriting
  • Direct mail
  • Custom CMS development
  • Content management
  • Kiosk software design & development
  • Social media marketing
  • Media planning & buying
  • In airport advertising
  • Experiential
  • Reporting & analytics
  • Data management

The Work

The Results

  • What motivates action—incentive or inspiration? The balance between promotional and brand efforts can be delicate, but we managed to find the right blend of both with our accomplices at Gap.

  • When a beautiful park relies on its website to coax people outdoors year round, choosing the right digital accomplice opens more doors.

  • Alerus was being outspent by competitors in a time of critical growth. requiring a bold, laser-focused response.