Delta Airlines is one of the many major American commercial airline carriers. The airline has more than 325 destinations, domestic and international. Delta Airlines was founded in 1924 and has serviced over 160 million travelers. The company has over 80,000 employees making sure that customers are the top priority. Loyal travelers can also join the SkyMiles frequent flyer program that the airline has partnered with. Not only do they provide customer service to travelers, they are sponsors to numerous professional athletic teams such as the New York Knicks and the Los Angeles Lakers.
According to Matt Benney, this advertisement was released after the announcement of the newly offered flight service from Nairobi to Atlanta. It was inspired by the recent Kenyan success in athletics (track and field in particular) to provide customers with an understanding for the company’s value of speed. The message that is being conveyed to travelers is that if you decide to fly with Delta Airlines then you will receive quick direct service and that the customers are their first priority. The purpose of the message is to persuade customers to fly with Delta Airlines rather than other competing airlines such as United Airlines.
The text of this advertisement portrays a Delta airplane lined up on a track ready to race in a scenic, natural background like an athlete prepping to race. It has a warm color scheme to create a representation of the comfortable and welcoming feeling that travelers would receive. The welcoming feeling provides a valuable sense of customer service, which is one of the airline company’s priorities. It is also portraying the concept that customers do not necessarily need to fly high-end (such as American Airlines) in order to receive high-quality service.
The red Delta Airline symbol guides the eye to the information about the airline’s new direct flight services from Nairobi to Atlanta. This guidance helps the audience find the message and purpose of the advertisement. From a marketing point of view, the words “ Fly Delta Airlines, The only direct service from Nairobi to Atlanta” lets the audience understand that the carrier is using a product differentiation strategy (the process of distinguishing a product/service to attract more customers within a certain market) to have an economic advantage over competitors.
This helps highlight the important value of speed for the airline. The importance of speed for Delta Airline is highlighted through the inspiration of Kenya’s well-known success in the sport of track and field. The words “direct” and “quick” also helps support the message of the airline’s importance of speed to the flyer’s final destination. It also helps differentiate themselves from other carriers that only provide the traditional route of having a European stop-over. The audience can connect the concept of quick flights with the new direct service flight to Nairobi, Kenya. We can interpret the red Delta airline logo as being “direct” with the audience and leading the eye to what the purpose of the advertisement is.
This print was a great way of portraying Delta Airline’s new service in a concept inspired advertisement. It is too early for the airline carrier to determine in an economic sense if the advertisement was effective for the new direct flight service to Nairobi. However, from a strategic marketing stance, it proves to be effective representing the warm customer service and direct service that travelers are looking for. The design concept and context portrayed helps persuade travelers to fly Delta Airlines. It is clear that Delta Airline airplanes are the true gold medalist racing against David Rudisha, Almaz Ayana, or Vivian Cheruiyot.
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