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DL's New Slogan "Good Goes Around"  
User currently offlineCory6188 From United States of America, joined Feb 2004, 2686 posts, RR: 5
Posted (9 years 8 months 1 week 3 days 19 hours ago) and read 4159 times:

I went on to DL's website earlier today, and I noticed their new slogan "good goes around" - what exactly is that supposed to mean? Nothing against DL here, but that doesn't make any sense to me, and it has nothing to do with being an airline. If good goes around, does that mean bad eventually comes around as well? I mean, if the good can only be in one place at a time while it's going around, there has to be something to balance it out, so that means that bad might go around as well. Also, why can't it be "great goes around"? Is DL only good, not great? But I digress - that was my stream of consciousness thought process when I saw their new slogan. What do you think? I'd love to know how much the marketing genius that came up with this simple statement was paid.

42 replies: All unread, showing first 25:
 
User currently offlineStevenUhl777 From , joined Dec 1969, posts, RR:
Reply 1, posted (9 years 8 months 1 week 3 days 19 hours ago) and read 4149 times:

Ranks right up there with other stupid airline slogans, like "It's Time to Fly"

...and this coming from a UAL fan.  Big grin


User currently offlineFalcon84 From , joined Dec 1969, posts, RR:
Reply 2, posted (9 years 8 months 1 week 3 days 19 hours ago) and read 4146 times:

Who thinks up garbage like that and UA's old "Rising" campaign? Unbelievable!

User currently offlineCory6188 From United States of America, joined Feb 2004, 2686 posts, RR: 5
Reply 3, posted (9 years 8 months 1 week 3 days 19 hours ago) and read 4126 times:

I think that "Rising" is the most pointless - I'd better hope that your airplane is rising, as I'd hate to be on one that's falling.

User currently offlineArmitageShanks From UK - England, joined Dec 2003, 3625 posts, RR: 15
Reply 4, posted (9 years 8 months 1 week 3 days 19 hours ago) and read 4119 times:

I assume it's "What goes around comes around" sort of thing. If you treat the passengers well, they will treat you, the company, well by returning and referring their business to you.

User currently offlineCory6188 From United States of America, joined Feb 2004, 2686 posts, RR: 5
Reply 5, posted (9 years 8 months 1 week 3 days 18 hours ago) and read 4099 times:

I guess that's a logical response - I hadn't really considered it that way. Even so, it doesn't relate to flying in any manner. For example, I like AA's "Something Special in the Air", CO's "Work Hard, Fly Right", or UA's old "Fly the friendly skies of United."

[Edited 2005-01-12 05:01:39]

User currently offlineWeAreUnited From United States of America, joined Aug 2004, 423 posts, RR: 1
Reply 6, posted (9 years 8 months 1 week 3 days 18 hours ago) and read 4097 times:

I think AA's new "We know why you fly" ranks right up there with UA's "Rising" campaign.

I wish United would bring back the "Friendly Skies" slogan. It fits well with their song, "Rhapsody in Blue" in my opinion.


User currently offlineLono From United States of America, joined Apr 2004, 1335 posts, RR: 1
Reply 7, posted (9 years 8 months 1 week 3 days 18 hours ago) and read 4027 times:

Sky High Airlines... "Our Heads are in the clouds" is better...
I thought Grinstein said something about how the DL marketing department was horrible and was going to be changing for the better..???



Wally Bird Ruled the Skys!
User currently offlineWjcandee From United States of America, joined Jun 2000, 5162 posts, RR: 22
Reply 8, posted (9 years 8 months 1 week 3 days 17 hours ago) and read 4002 times:

My recollection is that there was some speculation that Delta raced the fares and fare advertising out because the story was going to break and/or the competition was going to try to upstage them. My guess is that their agency has a whole *image* advertising campaign built around the slogan that hasn't been launched yet. I.e. the details of the Simplifares beat the image portion of the campaign. That's at least a fair guess. Perhaps the stupid slogan will seem much less stupid after we see the campaign based upon the slogan. (Like, say, Delta's simplifares allow some small businessman to fly somewhere to close some deal which saves his company which saves people's jobs which lets someone have insurance on which they get a lifesaving operation at the Mayo Clinic, and they fly there on Delta. See? Good goes around. By lowering fares, it's good for you and good for us. Or some ridiculous tripe like that.)

Best,

Bill


User currently offlineZone1 From United States of America, joined Jan 2005, 1035 posts, RR: 7
Reply 9, posted (9 years 8 months 1 week 3 days 17 hours ago) and read 3986 times:

Just as long as Grenstien doesn't have any plans on changing Wavy Gravy to the sky and clouds picture on their front page, I'm fine with it. I like your idea for a commercial, Wjcandee. I've also noticed ads for Simplifares over the Internet. Specifically it was Yahoo's main ad all today. Hopefully this new thing is getting them some new or winning back some old customers. People might finally realize that LCCs are not always the cheapest. It might even get some people to fly Song by just going to Delta's website and searching for flights to leisure destinations.


/// U N I T E D
User currently offlineMalaysia From United States of America, joined Nov 1999, 3352 posts, RR: 0
Reply 10, posted (9 years 8 months 1 week 3 days 17 hours ago) and read 3974 times:

We are up to something good!

LONG LIVE TRANS WORLD!!!



There Are Those Who Believe That There May Yet Be Other Airlines Who Even Now Fight To Survive Beyond The Heavens
User currently offlineVictorTango From India, joined Jan 2005, 500 posts, RR: 0
Reply 11, posted (9 years 8 months 1 week 3 days 14 hours ago) and read 3884 times:

What about Air Sahara's - "Emotionally Yours"?

Wonderful airline with a stupid slogan.

Rgds, Olly


User currently offlineHawk44 From United States of America, joined Jan 2005, 759 posts, RR: 3
Reply 12, posted (9 years 8 months 1 week 3 days 14 hours ago) and read 3876 times:

I noticed the new slogan the other day I frankly I think it sucks. What was the old Delta slogan? My mind went blank when I saw the "good goes around."


Never under estimate the power of US
User currently offlineHawk44 From United States of America, joined Jan 2005, 759 posts, RR: 3
Reply 13, posted (9 years 8 months 1 week 3 days 14 hours ago) and read 3872 times:

Side note wasn't Gene Hackman the voice on the commercials for the old United slogan ?


Never under estimate the power of US
User currently offlineBaw716 From United States of America, joined Nov 2003, 2028 posts, RR: 27
Reply 14, posted (9 years 8 months 1 week 3 days 14 hours ago) and read 3860 times:

It constantly amazes me how much ad people get paid to come up with slogans which mean absolutely CRAP!

However, (and unfortunately), you have to ask yourself this question:

How did you FEEL about the ad???
What kind of emotional response did you have?
a) positive b) negative c) don't feel anything

If the answer is A, they have a REAL winner. If the answer is B, they got your attention, which is half the battle. You may not like it, but you paid attention and you had a response (marketing 101).

If the answer is C, it just plain sucks.

Since a lot of you seem to have some kind of emotional response, albeit negative, the slogan is effective....it got your attention. It got you curious. It got you to ask the question what the f... are they doing? If it gets you to think about them and they drive the message home and eventually they tweak it in such a way that you become accustom to it and eventually comfortable with it, then at some point, you will buy it. Or so the experts tell me.

I do know that brand development and management is a HUGE piece of a overall marketing strategy for a company and owning my own company and developing my own brand, I know it takes a lot of resources to get your name out there and known. Why do you think everyone went nuts when United dropped the "friendly skies" monacher they had for something like 30 years and went to "Rising". It should have been "Sinking". It would have been more accurate.

So all you armchair marketing gurus, lets have at it: What should we suggest for Delta, because "Good goes around" is going to come around and bite them in the ass....because, while it may get OUR attention, it will not get the general public's attention for more than 2 seconds.

If we apply logic (heaven forbid!), if we come up with a theme that actually MEANS something to the target audience, the people who actually HAVE to travel for a living, what would we say to them? What is important? Time, convenience, lack of hassle, value for their dollar, peace of mind....of course, you have to spend lots of money to know those things, but if I were to guess, the items I just stated would probably be up there on that list.

So...what do we say....Delta is making over its fleet, to give it a new fresh look inside, simplifying its fares to make it easier for the business person to understand. Flight full, pay more money. Flight empty, pay less money, until flight full, then you pay more money. I personally like: Flying made simple. Of course, that would be too easy...or is it too simple?

Let's see what we come up with.
baw716



David L. Lamb, fmr Area Mgr Alitalia SFO 1998-2002, fmr Regional Analyst SFO-UAL 1992-1998
User currently offlineSLC1 From , joined Dec 1969, posts, RR:
Reply 15, posted (9 years 8 months 1 week 3 days 13 hours ago) and read 3852 times:

Didn't DL or someone have an old slogan like "we love to fly and it shows" or some crap like that? I was probably about 7 years old when that was on, but I seem to remember something like that.

User currently offlineAnnoyedfa From United States of America, joined Dec 2004, 451 posts, RR: 0
Reply 16, posted (9 years 8 months 1 week 3 days 13 hours ago) and read 3847 times:

I have a better one..... From Continental.... Chim Chim Chicken..... To this day I have no idea what that has to do with flying....


"TWA... One Mission, Yours."
User currently offlineSudden From Sweden, joined Jul 2001, 4130 posts, RR: 6
Reply 17, posted (9 years 8 months 1 week 3 days 13 hours ago) and read 3837 times:

Hm...lets see!

"Good Goes Around".

Ok, I get it! They are actually advertising that they make good go-arounds! Big grin

Aim for the sky!
Sudden



When in doubt, flat out!
User currently offlineRichierich From United States of America, joined Nov 2000, 4261 posts, RR: 6
Reply 18, posted (9 years 8 months 1 week 3 days 5 hours ago) and read 3709 times:

I think Cory was right in his initial post. If Good Goes Around, then Bad Must Go Around also, and considering Delta's current economic climate, that must be what is happening!

Seriously, the print ads actually don't bother me much. To me, it is not that different than Continental's "Work hard. Fly Right" ads. Airline ads are a tricky thing - those ads that don't actually show airplanes or airports have to conjure up positive images of safe, easy, comfortable travel and yet not offend anyone in the process. What usually results is a benign, meaningless ad campaign that stirs little or no emotion, sometimes not even making complete sense. "Good Goes Around" is meant to convey that if you are good to us, we'll be good to you and vice versa. Even if those three words are not a complete sentence, it doesn't matter... it is the imagery behind the tagline that is crucial. Delta's image is suffering lately in view of their economic perils and the company is obviously hoping ads like this allow people to forget that stuff and fly a company that will treat you well. Whether they are able to deliver on this message, is of course, up for debate.

I know some people hated the "We Love to Fly and It Shows" ads of the 80s and 90s, but this tagline was immediately identifyable as Delta - this is what the marketing folks are looking for.



None shall pass!!!!
User currently offlinePA110 From United States of America, joined Dec 2003, 2006 posts, RR: 23
Reply 19, posted (9 years 8 months 1 week 3 days 4 hours ago) and read 3684 times:
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A tag line or slogan, should not have to cause speculation. It should cause an immediate and (hopefully) positive response. "Good Goes Around" sounds like some sort of Zen thing. Tag lines are do change.

Pan Am - "You can't beat the experience" was one of the longest and best, until the "experience" started to become lousy due to poor labor relations being taken out on passengers.

American - "Doing What We Do Best" was immediately changed to "Something Special in the Air" following a DC-10 nosewheel collapse in San Juan back in the early 80's. The local newspaper had a photo of the aircraft and the caption read: "Doing What They Do Best".

United - "Fly the Friendly Skies" was abandoned when UA admitted they hadn't been particularly friendly lately, and came up instead with the apologetic "Rising" campaign, which only reinforced the image of how bad things had become.



It's been swell, but the swelling has gone down.
User currently offlineAhlfors From Canada, joined Oct 2000, 1347 posts, RR: 4
Reply 20, posted (9 years 8 months 1 week 3 days 4 hours ago) and read 3674 times:

Good goes around, and bad just lands without going around.

User currently offlineCactus739 From United States of America, joined Jan 2004, 2448 posts, RR: 30
Reply 21, posted (9 years 8 months 1 week 3 days 4 hours ago) and read 3621 times:

I don't remember this being talked about on here, but there was an article in the Arizona Republic newspaper earlier this month that America West will be starting a new ad campaign this spring.

Replacing "Lower Fares, Fewer Restrictions" will be.....

"Get On Board."

I'm not sure how I feel about this one. I really liked their old "Every Flight Counts" one.

http://www.azcentral.com/arizonarepublic/business/articles/0104amwest04.html




You can't fix stupid.... - Ron White
User currently offlineScottB From United States of America, joined Jul 2000, 6763 posts, RR: 32
Reply 22, posted (9 years 8 months 1 week 3 days 3 hours ago) and read 3568 times:

I have to admit that Delta's "good goes around" tagline made me go "huh?" as well. I guess I'm an old-timer because I associate "Delta is ready when you are" with the airline as much as "We love to fly and it shows." If I recall the TV ads from last year, the slogan then was "A world of reasons."

User currently offlineFlairport From , joined Dec 1969, posts, RR:
Reply 23, posted (9 years 8 months 1 week 3 days 3 hours ago) and read 3543 times:

(Like, say, Delta's simplifares allow some small businessman to fly somewhere to close some deal which saves his company which saves people's jobs which lets someone have insurance on which they get a lifesaving operation at the Mayo Clinic, and they fly there on Delta. See? Good goes around. By lowering fares, it's good for you and good for us. Or some ridiculous tripe like that.)
Like AA's we know why you fly campagin? I like the slogan, but the commercials just suck!


I have a feeling that this Good Goes around is just a temporary thing...they never wanted to intorduce Simplifares this early and they probably came up with a quick slogan, and if they did that they were sucessful....they had record bookings on day 1 with an average of $1 mil +/hour in ticket sales!


User currently offlineCMK10 From United States of America, joined Feb 2004, 513 posts, RR: 3
Reply 24, posted (9 years 8 months 1 week 3 days 3 hours ago) and read 3531 times:

I think it should say good people go around Delta. Their slogans have gone downhill since we love to fly and it shows.


"Traveling light is the only way to fly" - Eric Clapton
25 QuestAir : I like SkyHigh's slogan best... it's been my signature ever since I joined a.net!
26 Flairport : Oh my gosh, I was wrong... Like, say, Delta's simplifares allow some small businessman to fly somewhere to close some deal which saves his company whi
27 Post contains images Mtnmanmakalu : Does this new slogan mean that ALL DL A/C are going to return to the airport after takeoff...??? Or abort ALL landings..???
28 SESGDL : I like the new slogan, I think it makes sense and it's a good slogan. I don't know what the rest of you are thinking. Jeremy
29 SWA TPA : Sigh. Makes me miss the good ol' days...... Delta is ready when you are. Fly the friendly skies of United. Were American Airlines! Doing what we do b
30 Post contains images QuestAir : Then there's always BA's 'World's Favourite Airline' and EasyJet's 'Web's Favourite Airline'!
31 Stlgph : We're Amtrak with Wings! God bless that Top Ten List. That was hilarious. I dunno, call me stupid, but I liked the United's "Rising" advertisement. Di
32 SWA TPA : Wasnt Easterns "The Wings of man" at one time? Also for EA, "We earn our wings everyday" great one! SWA TPA
33 Iflewrepublic : I always liked Pan Am's "The World's Most Experienced Airline." Northwest Airlines - We're Ready When You Are. Anyone ever hear Ian Van Dahl's "I wann
34 Malaysia : I DO NOT FOLLOW is one Slogan at INDEPENDENCE AIR
35 Fjnovak1 : The slogan from NW I remember most is "Some People Just Know How To Fly" Anyone else remember they used to have BB King singing the song during the pr
36 Malaysia : IRAN AIR, Growing, Your Way
37 Railmatt : I like Delta's new slogan. New and fresh. Now, can they deliver the "good"?
38 Jumpseat70 : "WE MOVE OUR TAILS FOR YOU!!" that was a good one.
39 PHLBOS : Side note wasn't Gene Hackman the voice on the commercials for the old United slogan ? Yes, Hawk44. I remember one old Eastern Airlines commercial ('8
40 Graham697 : I thought Delta's interim slogan is much better, "A World of Reasons". Whoever their advertising company is needs to be fired.
41 767Lover : My boyfriend attended an American Marketing Association meeting today featuring Delta's chief marketing officer as the keynote speaker. He (the speake
42 Lono : The only way to fly... was the best... 2nd best is You're free to move about the country... This new slogan is a loser.... it only got our attention b
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