delta airlines - new business pitch brief

NEW BUSINESSPITCH BRIEF

Delta Airlines, the second largest airline in the world, has begun a media agency review, the company confirmed. Joanne Davis Consulting is supporting the agency search, which is currently in

the request-for-proposal stage.

Late last year, the carrier upped its creative game with the new spot "Take Off" from Wieden & Kennedy New York. The high concept airline ad, which was filmed entirely in one take and narrated

by Donald Sutherland, tells a story about the extraordinary experience of flight, the adventure of departure and the thrill of setting off for new lands. It’s been called “poetic” and “unsettling” in nearly

equal measure, ending with "There is no stop in us. Or you. Only go."

Publicis Groupe's Digitas currently supports the airline giant's media account.The consultancy, Digitas and Delta either declined to comment or didn't immediately respond to a

request for comment.

The media agency review follows the airline's move last March to hire WPP's AKQA as its global digital agency of record in an effort to consolidate its separate mobile and dot-com accounts.

Delta spent $54 million in domestic measured media in 2014, the last full year of available spending data, according to Kantar Media.

OVERVIEW 01

OVERVIEW

D E L T A A I R L I N E S

http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128

Delta veteran and Senior VP Tim Mapes continues to oversee all marketing, advertising and promotional activities, including community affairs. Rhonda Crawford joined Delta in 2014 as VP of

e-commerce, leading the development of digital platforms, including mobile, kiosk, in-flight entertainment and emerging channels. She joined following the departure of Bob Kupbens, former VP-marketing and digital commerce, who left for a gig at Apple. The airline recently announced that

President Ed Bastian will succeed Richard H. Anderson as CEO upon his retirement in May.

OVERVIEW 02

OVERVIEW


SUMMARY 03

SUMMARYDelta made Fortune's 2015 list of the 50 most admired companies and also landed the top slot on Business Travel News' annual airline survey for the fourth consecutive year, an unprecedented achievement for an airline. Wichita State University's 2015 Airline Quality Rating placed Delta in

the top three of all airlines.

“Our 2015 performance was a record for Delta on all fronts – with industry-leading operational performance, superior customer satisfaction, and a $5.9 billion adjusted pre-tax profit, a 29%

increase over 2014” said Richard Anderson , Delta's chief executive officer.

As reported by Bloomberg, Delta Air Lines Inc. passed United Continental Holdings Inc. to become the second-largest airline in the U.S., topping its rival for the first time since a series of mergers

transformed the industry landscape.

Delta now sits behind only American Airlines Group Inc. as the country’s biggest carrier by traffic, a common gauge of carrier size, according to the airlines. Some of Delta’s gain may be chalked up to

challenges United had in its merger with Continental Airlines, said Adam Hackel, an associate analyst at Sterne Agee CRT.

The company has planned a CEO Transition in May 2016, but there shouldn’t be any major change in the strategy, as stated by the next Chief Executive Officer Ed Bastian

"There are no substantive changes we're anticipating," the airline president told CNBC on Thursday, one day after Delta announced the management transition. "It has taken 10 hard years to get the product and to get the service levels and customer satisfaction to where they are. Our goal is to

improve it," Bastian said.Bastian believes Delta will continue growing the business by expanding internationally. In 2015, the carrier increased its ownership stake in Aeromexico. It also announced plans to buy more shares of

GOL, a Brazilian airline.

In order to get ready to pitch and become fully informed about Delta Airline’s target consumer segments and competition, you will need 3 different analyses:

• Competitive analysis• Audience Insights

• Trends watch


SUMMARY

SUMMARY 04

Delta made Fortune's 2015 list of the 50 most admired companies and also landed the top slot on Business Travel News' annual airline survey for the fourth consecutive year, an unprecedented achievement for an airline. Wichita State University's 2015 Airline Quality Rating placed Delta in

the top three of all airlines.

“Our 2015 performance was a record for Delta on all fronts – with industry-leading operational performance, superior customer satisfaction, and a $5.9 billion adjusted pre-tax profit, a 29%

increase over 2014” said Richard Anderson , Delta's chief executive officer.

As reported by Bloomberg, Delta Air Lines Inc. passed United Continental Holdings Inc. to become the second-largest airline in the U.S., topping its rival for the first time since a series of mergers

transformed the industry landscape.

Delta now sits behind only American Airlines Group Inc. as the country’s biggest carrier by traffic, a common gauge of carrier size, according to the airlines. Some of Delta’s gain may be chalked up to

challenges United had in its merger with Continental Airlines, said Adam Hackel, an associate analyst at Sterne Agee CRT.

The company has planned a CEO Transition in May 2016, but there shouldn’t be any major change in the strategy, as stated by the next Chief Executive Officer Ed Bastian

"There are no substantive changes we're anticipating," the airline president told CNBC on Thursday, one day after Delta announced the management transition. "It has taken 10 hard years to get the product and to get the service levels and customer satisfaction to where they are. Our goal is to

improve it," Bastian said.Bastian believes Delta will continue growing the business by expanding internationally. In 2015, the carrier increased its ownership stake in Aeromexico. It also announced plans to buy more shares of

GOL, a Brazilian airline.

In order to get ready to pitch and become fully informed about Delta Airline’s target consumer segments and competition, you will need 3 different analyses:

• Competitive analysis• Audience Insights

• Trends watch


DEMOGRAPHICS 05

COMPETITIVE ANALYSISDEMOGRAPHICS

GENRES

MALE

0% 25% 50% 75% 100%

FEMALE

0% 25% 50% 75% 100%

Southwest AirlinesDelta Airlines United Airlines American Airlines


DEMOGRAPHICS 06

13 - 17

0% 25% 50% 75% 100%

18 - 24

0% 25% 50% 75% 100%

25 - 34

0% 25% 50% 75% 100%

35 - 44

0% 25% 50% 75% 100%

45 - 54

0% 25% 50% 75% 100%

AGE

SINGLE

0% 25% 50% 75% 100%

MARRIED

0% 25% 50% 75% 100%

IN A RELATIONSHIP

0% 25% 50% 75% 100%

RELATIONSHIP STATUS

55 - 69

0% 25% 50% 75% 100%


DEMOGRAPHICS 07

WHITE

0% 25% 50% 75% 100%

AFRICAN AMERICAN

0% 25% 50% 75% 100%

HISPANIC

0% 25% 50% 75% 100%

ASIAN

0% 25% 50% 75% 100%

RACE

COLLEGE

0% 25% 50% 75% 100%

HIGH SCHOOL

0% 25% 50% 75% 100%

GRADUATE SCHOOL

0% 25% 50% 75% 100%

EDUCATION


DEMOGRAPHICS 08

WITHOUT CHILDREN

0% 25% 50% 75% 100%

WITH CHILDREN

0% 25% 50% 75% 100%

PARENTING

<40K

0% 25% 50% 75% 100%

40K - 70K

0% 25% 50% 75% 100%

70K - 100K

0% 25% 50% 75% 100%

100K - 200K

0% 25% 50% 75% 100%

INCOME

>200K

0% 25% 50% 75% 100%


PSYCHOGRAPHICS 09

ART APPRECIATORS

0 50 100 150 200

BEAUTY AND WELLNESS AWARE

0 50 100 150 200

BUSINESS PEOPLE

0 50 100 150 200

DESIGN LOVERS

0 50 100 150 200

COMPETITIVE ANALYSISPSYCHOGRAPHICS

Southwest AirlinesDelta Airlines United Airlines American Airlines


Measurement based on Cubeyou’s popularity index.

PSYCHOGRAPHICS 10

ENTERTAINMENT JUNKIES

0 50 100 150 200

FASHION LOVERS

0 50 100 150 200

FOODIES

0 50 100 150 200

GAMERS

0 50 100 150 200

HEALTH CONSCIOUS

0 50 100 150 200

HOME DECORATORS & DIYS

0 50 100 150 200


PSYCHOGRAPHICS 11

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

MOTOR LOVERS MUSIC LOVERS

NETIZENS OUTDOOR ENTHUSIASTS

PARTY GOERS PET LOVERS


PSYCHOGRAPHICS 12

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

POLITICALLY ACTIVE PUBLIC FIGURE FOLLOWERS

TECHIES TRAVELERS

READERS SPORTS ENTHUSIASTS


INTERESTS 13

Travel

Finance

Internet

Business

Health

POPULARITY REACH

181.3

178.9

163.1

162.8

160.2

66,4%

27,4%

16,6%

11,4%

16,6%

COMPETITIVE ANALYSISDELTA’S AUDIENCE TOP INTERESTS

Delta Airlines


INTERESTS 14D E L T A A I R L I N E S

CATEGORy

TOP BRAND

Travel

Marriot Hotels

181.3

160.3

- 13.6

- 9.4

- 4.8

- 10.1

1.7

0.2

CATEGORy

TOP BRAND

Finance

American Express

157.5

144.5

- 21.4

- 16.3

- 4.2

- 1.4

- 0.4

0.3

CATEGORy

TOP BRAND

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

Internet

At&T U-Verse

163.1

143.1

- 18.4

- 6.0

- 15.6

- 0.9

- 8.4

- 7.9

COMPETITIVE ANALYSISDELTA VS COMPETITORS

INTERESTS 15D E L T A A I R L I N E S

CATEGORy

TOP BRAND

Business

FedEx

162.8

150.8

- 1.5

- 13.9

2.2

2.1

0.4

0.7

CATEGORy

TOP BRAND

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

Health

Cleveland Clinic

160.2

150.9

- 8.5

- 19.6

- 16.2

- 26.5

- 4.1

- 8.5

COMPETITIVE ANALYSISDELTA VS COMPETITORS

AUDIENCE INSIGHTS 16

AUDIENCE INSIGHTS

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TRENDS 17

TRENDS

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delta airlines - new business pitch brief

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