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DL: Brazil. It's Different Down There.  
User currently offlineWjcandee From United States of America, joined Jun 2000, 5194 posts, RR: 22
Posted (8 years 5 months 2 weeks 3 days 7 hours ago) and read 6782 times:

Has anybody else noticed DL's new slogan for their Brazil service? It's on practically every phone booth in Manhattan. "Brazil. It's different down there." Does anybody else think that there's an "Eeeeeeeew!" factor involved. Not like it's obscene or anything, just "Eeeeeew!" Advertising people probably call that "impact". I call it "eeeeeew". Not to mention that beyond the waxing issue, there's also the wide proliferation of trannies, something that at least up here we are aware of. Now that's REALLY "different down there". Eeeeeew.

Reminds me of the bit on the recent episode of The Loop, when they were coming up with marketing ideas and slogans for their new low cost carrier, which they had decided to name "Jack". As I mentioned in another thread, these were:

(1) Chicago to Jamaica: "Jack It to Paradise".

(2) Take out ads in parenting magazines, leave the kids with Grandma: "Jack It Alone."

(3) A 3-way tie in with Caesars Palace and Bose: "Jack It to Celine Dion with our new headphones."

(4) Buy banners at AOL Instant Messenger: "Jack Your Whole Buddy List for Half Price"

(5) And put up large advertisements showing a shirtless guy lying out on a lounge chair: "Lie Back and Jack It".

Hard to believe that DL's reality seems to have drawn from these "great" fictional ideas.

54 replies: All unread, showing first 25:
 
User currently offlinePPSMA From Brazil, joined Aug 2005, 157 posts, RR: 5
Reply 1, posted (8 years 5 months 2 weeks 3 days 6 hours ago) and read 6640 times:

Hi Wjcandee,

Funny you brought this up for I have noticed in several different situations that airlines do not follow a single marketing strategy, rather relying on some marked differentials some of the countries/destinations they serve to use them as tag lines!

One reason I have come across is that cultural aspects play an important role when deciding which way to go when launching advertising campaigns: in this case, as a Brazilian, I´m honestly as puzzled as you are as I have no idea whatsoever of what that´s supposed to mean !  Yeah sure

I can only hope and imagine they trying to stress out Brazil´s laid-back, sun´n´beach, carnival-esque atmosphere we Brazilians are capable of conveying non-stop?  dopey  HAHAHAHAHA.

No, seriously now, DL´s new route JFK/Brazil will have to work no matter what so they are probably so worried about getting it right upfront that they may not have given the ads enough thought?

Do I make sense?  highfive 

Warm regards!

Domenico



Aviation is my thing!
User currently offlineAlitalia744 From United States of America, joined Mar 2000, 4750 posts, RR: 45
Reply 2, posted (8 years 5 months 2 weeks 3 days 6 hours ago) and read 6598 times:

Is this thread serious?

Delta as a brand is in the process of developing a new look, tone and feel for the air line. Part of that is a more hip, modern approach to communication. One of the key attributes of Song that's being integrated into mainline (beyond the style of service) is the flair and hipness that consumers loved about Song.

All of the new ads around NYC feature some play on words and try to highlight the region they're speaking of in the execution:

-Brazil. It's different down there.
-Invade Britain from the north.
-Alcapulco. Just saying it sounds dirty.
-Enjoy Buda. Fly to Pest.
-Italy. La Dolce Vita More.
-Stop shuffling your playlist and shuffle your passport.

While you may find the Brazilian communication offensive, I think most New Yorkers wouldn't. It's nothing more than leveraging a long-standing accepted consumer belief and applying it directly to your brand in a piece that's extremely relevant.

Personally, I'm glad Delta got rid of the "good goes around" slogan and is focusing on delivering relevant and targeted communiation to their audience - modern, hip New Yorkers who are looking to travel.

I also applaud Delta for trying to modernize their brand and try and differentiate themselves from other legacies. You may not like every piece of communication, but you can't say it's not vastly different from the old Delta pieces.

This is, in my opinion also the beginning of a new holistic advertising campaign that will be deployed nationally for Delta as evidenced by their recent switching of Ad agencies.

Give the old gal some credit, she's getting her finances in order and trying on new shades of lipstick. Time will tell if it works or not, but from what I've heard, NYC consumers overall like it and bookings out of NYC have increased.

I work in the Ad biz, so this is all just my 0.02.

Oh and if any marketing executives from Delta are reading this, I'm more than happy to move to ATL and join the team!

[Edited 2006-04-19 04:32:15]

[Edited 2006-04-19 04:35:54]


Some see lines, others see between the lines.
User currently offlineWjcandee From United States of America, joined Jun 2000, 5194 posts, RR: 22
Reply 3, posted (8 years 5 months 2 weeks 3 days 5 hours ago) and read 6531 times:

Quoting Alitalia744 (Reply 2):
It's nothing more than leveraging a long-standing accepted consumer belief

That Brazilian women wax differently "down there" (i.e. down there *on themselves*) is a "long-standing accepted consumer belief"? That Brazil has a greater cultural acceptance of transsexuals, who are also different "down there" (i.e. down below, i.e. in that private region) is a "long-standing accepted consumer belief"? Eeeeeeew on both counts.

I'm NOT saying that it's offensive. I am ALL about live and let live. But I DO think that it's a play on words that has one skeevy connotation and one that was probably unintended. Eeeeeew.

And this isn't some hip, cool campaign that's going to appeal to New Yorkers generally. It's right outside Harry Winston on Fifth Avenue, for goodness sakes. I don't think the dowagers going for their baubles are exactly the target market for this campaign, although they probably are a target customer base.

A good campaign doesn't sacrifice the company's goodwill and reputation for class and reliability just to get noticed. A campaign that makes me look at a Delta aircraft and think "shaved runway" or, worse, a nasty word like "snatch", isn't one that's working. "Delta. Dine at the waxed Y," isn't my idea of matching the campaign to the destination and the crowd going there.

As to the other slogans, they're just lame. Southwest has been doing these clever plays on destinations for at least twenty years. Continental has been using hip phrases on outdoor advertising -- most memorably "Welcome to New York. Now get out." -- for at least a decade. The Delta ads look just like Continental ads except the background is maroon and the slogans are beyond amateurish, particularly when compared with the clever phrases pumped out by CO and WN.

You're free to disagree, as you do. All I can say is, this is up there with, "Lay back and Jack it."

[Edited 2006-04-19 05:04:13]

[Edited 2006-04-19 05:04:59]

User currently offlineWjcandee From United States of America, joined Jun 2000, 5194 posts, RR: 22
Reply 4, posted (8 years 5 months 2 weeks 3 days 5 hours ago) and read 6516 times:

Quoting PPSMA (Reply 1):
I´m honestly as puzzled as you are as I have no idea whatsoever of what that´s supposed to mean !

I agree. I think that they think that to most people, one would think about all the wonderful things about Brazil that you mentioned that are different. But there's also a mean-spirited, tongue-in-cheek "different down there" that they're referring to, which is different down there between one's legs. I.e. what we call up here a Brazilian bikini wax. Given that all slogans in advertising are discussed up and down before publishing, this isn't an accident. I asked three grown up women today what they thought it meant, and they all made reference to the bikini area before wrinkling their nose. Nobody thought that the slogan was particularly clever. Rather, they thought it was a ham-fisted attempt at attention. In marketing, there IS such a thing as bad publicity, and in my humble opinion, this is it. It's trading goodwill for "impact". Eeeeeew.

Okay, I have spilled enough ink on this. It's probably not worth even this much. But eeeeew.


User currently offlineAlitalia744 From United States of America, joined Mar 2000, 4750 posts, RR: 45
Reply 5, posted (8 years 5 months 2 weeks 3 days 5 hours ago) and read 6481 times:

Quoting Wjcandee (Reply 3):
As to the other slogans, they're just lame. Southwest has been doing these clever plays on destinations for at least twenty years. Continental has been using hip phrases on outdoor advertising -- most memorably "Welcome to New York. Now get out." -- for at least a decade. The Delta ads look just like Continental ads except the background is maroon and the slogans are beyond amateurish, particularly when compared with the clever phrases pumped out by CO and WN.

I disagree, but let's agree to disagree.

BTW - you have anything against trannies?



Some see lines, others see between the lines.
User currently offlinePPSMA From Brazil, joined Aug 2005, 157 posts, RR: 5
Reply 6, posted (8 years 5 months 2 weeks 3 days 5 hours ago) and read 6431 times:

Quote:
Wjcandee Reply 4:
I agree. I think that they think that to most people, one would think about all the wonderful things about Brazil that you mentioned that are different. But there's also a mean-spirited, tongue-in-cheek "different down there" that they're referring to, which is different down there between one's legs. I.e. what we call up here a Brazilian bikini wax.

Man, see what I mean? Is that the ONLY idea they could come out with to " sell" a destination??

Geez...Down here (!!!) DL is promoting their NEW (!!!!!) destination - NYC - with...nothing! I mean, they´re only advertising now and then on some newspapers, but no smart catchphrases, know what I mean?

Anyway, I´m glad you brought it up - it only made this forum a bit more fun to check upon.

So, juzz keep bringing ´em!

Cheers!



Aviation is my thing!
User currently offlineWjcandee From United States of America, joined Jun 2000, 5194 posts, RR: 22
Reply 7, posted (8 years 5 months 2 weeks 3 days 5 hours ago) and read 6424 times:

Quoting Alitalia744 (Reply 5):

Absolutely not. I thought I was careful to make that point. But I think they have a right to be a little offended as at least some of the "wacky" ad guys sitting around giggling about the slogan could not possibly have missed that connotation. (As a film professor who was visiting my college from the NYU film school emphasized years ago when explaining that "Bringing Up Baby" was probably the dirtiest movie of its era: "Every multiple connotation was known to the writers and every multiple connotation was intended." Actor holding up giant dinosaur bone addressing actress sitting up high on gigantic Dinosaur skeleton: "We still have this one left and aren't sure where it goes." Other actor, "Does it go in the rear?" Actress, "Oh, no, we tried it in there last night and it didn't fit." Went right by me the first time. After the lecture, when we watched the film again, we were rotfloao.)

But of course we can agree to disagree! That's what makes a.net go around! (And I'm all for ditching "Good goes around." But I would have been for finding better creative talent than the guys who invented that slogan to come up with these new ones.)


User currently offlineWjcandee From United States of America, joined Jun 2000, 5194 posts, RR: 22
Reply 8, posted (8 years 5 months 2 weeks 3 days 5 hours ago) and read 6407 times:

Quoting PPSMA (Reply 6):
Down here (!!!) DL is promoting their NEW (!!!!!) destination - NYC - with...nothing!

Given the quality of slogans they have used here in New York, you're probably lucky! I myself hope to be lucky enough to visit your fun, beautiful country sometime soon.

Best,

Bill


User currently offlineKlwright69 From Saudi Arabia, joined Jan 2000, 2047 posts, RR: 3
Reply 9, posted (8 years 5 months 2 weeks 3 days 4 hours ago) and read 6384 times:

Reminds of some of CO's little slogans....

"Hamburg Helper"

Another one that was like "Try a new Cologne."


User currently offlinePlaneloco From United States of America, joined Mar 2004, 99 posts, RR: 0
Reply 10, posted (8 years 5 months 2 weeks 3 days 4 hours ago) and read 6309 times:

Just saw "The Big Danish - Copenhagen daily" billboard for Delta (Northbound I-95 before the Griffin or Stirling Road exit).

User currently offlineIH8B6 From United States of America, joined Apr 2006, 208 posts, RR: 2
Reply 11, posted (8 years 5 months 2 weeks 3 days 3 hours ago) and read 6233 times:

Finally!

Funny, Hip, Delta advertising...now that's something different!



Over-moderation sucks
User currently offlineRemcor From United States of America, joined Feb 2006, 358 posts, RR: 0
Reply 12, posted (8 years 5 months 2 weeks 3 days 3 hours ago) and read 6191 times:

Quoting Wjcandee (Thread starter):
there's also the wide proliferation of trannies, something that at least up here we are aware of. Now that's REALLY "different down there". Eeeeeew.

Man, you must watch a lot of porn or something to come to that conclusion.

[Edited 2006-04-19 07:19:30]

User currently offlineWjcandee From United States of America, joined Jun 2000, 5194 posts, RR: 22
Reply 13, posted (8 years 5 months 2 weeks 3 days 3 hours ago) and read 6164 times:

Quoting Remcor (Reply 12):
Man, you must watch a lot of porn or something to come to that conclusion.

Nope. Just a factoid of which I am aware. I thought about going to Carnivale in Brazil one year, and an explanation of this phenomenon was part of what was explained to me as part of the overall picture of what it would be like.


User currently offlineDAL767400ER From , joined Dec 1969, posts, RR:
Reply 14, posted (8 years 5 months 2 weeks 3 days ago) and read 6064 times:

Man, what people interpret into advertising these days...
Thankfully, most travellers probably don't give such a line too much thought.


User currently offlineIkramerica From United States of America, joined May 2005, 21534 posts, RR: 59
Reply 15, posted (8 years 5 months 2 weeks 3 days ago) and read 6049 times:

Quoting Alitalia744 (Reply 2):
-Brazil. It's different down there.
-Invade Britain from the north.
-Alcapulco. Just saying it sounds dirty.
-Enjoy Buda. Fly to Pest.
-Italy. La Dolce Vita More.



Quoting IH8B6 (Reply 11):
Finally!

Funny, Hip, Delta advertising...now that's something different!

Sure, if you find stupid, meaningless slogans that deteriorate a brand identity to be funny and hip, then I applaud them.

I guess they are losing so much money, they have to do something, right?

But this doesn't seem like the "something" they should be doing...



Of all the things to worry about... the Wookie has no pants.
User currently offlineJohnboy From United States of America, joined Aug 1999, 2594 posts, RR: 7
Reply 16, posted (8 years 5 months 2 weeks 2 days 23 hours ago) and read 6020 times:

Ok, I didn't get the bikini wax angle from reading the slogan for the first time, but I could conceivably picture folks taking it that way (especially in the context of the "hip"-ness of the other ads).

However, the tranny thing I just can't fathom anyone in his right mind thinking. Um, most people, I guess.

(Not that that's a bad thing).


User currently offlineFewsolarge From United States of America, joined Dec 2004, 409 posts, RR: 0
Reply 17, posted (8 years 5 months 2 weeks 2 days 22 hours ago) and read 5968 times:

Judging by the number of times you said, "Eeeeeeeew," I'd say it's high time you tried going down there.

Quoting Wjcandee (Thread starter):
Has anybody else noticed DL's new slogan for their Brazil service? It's on practically every phone booth in Manhattan. "Brazil. It's different down there." Does anybody else think that there's an "Eeeeeeeew!" factor involved. Not like it's obscene or anything, just "Eeeeeew!" Advertising people probably call that "impact". I call it "eeeeeew". Not to mention that beyond the waxing issue, there's also the wide proliferation of trannies, something that at least up here we are aware of. Now that's REALLY "different down there". Eeeeeew.


User currently offlineWjcandee From United States of America, joined Jun 2000, 5194 posts, RR: 22
Reply 18, posted (8 years 5 months 2 weeks 2 days 19 hours ago) and read 5815 times:

Quoting Shane (Reply 14):
internalized homophobia

Right. That's what this was about.  Yeah sure Nice try diverting the thread from the basic point, which was this was a mean-spirited, not-clever, choice of slogan.


User currently offlineWjcandee From United States of America, joined Jun 2000, 5194 posts, RR: 22
Reply 19, posted (8 years 5 months 2 weeks 2 days 19 hours ago) and read 5807 times:

Quoting DAL767400ER (Reply 15):
Man, what people interpret into advertising these days...

I say this respectfully: multiple word meanings like this are completely intentional. People sit around ad agencies all day thinking them up, and they don't fail to pick up even the edgiest meanings. It's what they do for a living.


User currently offlineDelta4eva From United States of America, joined Jan 2005, 344 posts, RR: 0
Reply 20, posted (8 years 5 months 2 weeks 2 days 19 hours ago) and read 5774 times:

On a different note, I have been checking the loads on the JFK-GRU routes, and they seem to be quite good for the summer.

As far as the advertising goes...people will always complain about what DL does.....I don't know why people target DL so much, maybe they feel they need to because their "preferred" airline isn't as good as DL. DL is using the advertising techniques that worked so well with Song. This is yet another example of how Song isn't going anywhere. I think that DL really has something going here, their finances are looking better, and they seem to have a clear direction for the company. I just hope that they will stick to this advertising concept for some time, so that people will really recognize the "new" DL brand.



FLY DELTA JETS
User currently offlinePPSMA From Brazil, joined Aug 2005, 157 posts, RR: 5
Reply 21, posted (8 years 5 months 2 weeks 2 days 18 hours ago) and read 5699 times:

Quote:
Delta4eva Reply 20
On a different note, I have been checking the loads on the JFK-GRU routes, and they seem to be quite good for the summer.

It may be possible that given Varig Brazilian Airline´s current financial status and all rumours connected to a Possible (and I´d like to stress the word POSSIBLE) bankruptcy, people are moving away from their flights as much as possible and naturally going for alternative arrangements.

Having said that, what you´re looking at when you mention the high loads are forward bookings´statistics and am afraid to say this is still a bit too early to pop up the champagne: it´s only natural that DL opted in launching the new flight right during the busy summer season, and right when VARIG could go belly up. I´m not saying that it won´t work but the NYC/BRAZIL/NYC route hasn´t been the most important US/BR/US route since 9/11.

DL´s efforts for a bigger chunk of the Brazilian market are considerable however there´s still a loooong way to go.

Now, as a side note to my friend Wjcandee

Quote:
Reply 8
I myself hope to be lucky enough to visit your fun, beautiful country sometime soon.

Man, I´d be happy to welcome you DOWN here  bouncy  anytime, but I just think that Carnaval (that´s the right spelling, incidentally) may not be the right time. But irrespective of when let me know and I´ll be happy to assist you with anything from top destinations, lodging, eating out, etc etc.

And that goes to any A.nutters here: want to see what Brazil´s got DOWN here? Go for it, cause it´s all worth it!  praise 

warmest regards,

Domenico



Aviation is my thing!
User currently offlineShane From United States of America, joined Oct 2005, 180 posts, RR: 0
Reply 22, posted (8 years 5 months 2 weeks 2 days 18 hours ago) and read 5658 times:

Quoting Wjcandee (Reply 18):

Right. That's what this was about. Yeah sure Nice try diverting the thread from the basic point, which was this was a mean-spirited, not-clever, choice of slogan.



Quoting Wjcandee (Thread starter):
there's also the wide proliferation of trannies, something that at least up here we are aware of. Now that's REALLY "different down there". Eeeeeew.

sounds like homophobia to me. have you ever been to paris? new york? san francisco? any big city?


User currently offlineDAL767400ER From , joined Dec 1969, posts, RR:
Reply 23, posted (8 years 5 months 2 weeks 2 days 18 hours ago) and read 5635 times:

Quoting PPSMA (Reply 21):
It may be possible that given Varig Brazilian Airline�s current financial status and all rumours connected to a Possible (and I�d like to stress the word POSSIBLE) bankruptcy, people are moving away from their flights as much as possible and naturally going for alternative arrangements.

Though I'd doubt that too many people would actually move from one carrier with a questionable future (Varig) to another carrier with a questionable future (Delta) , and I say that as a DL supporter  Wink .


User currently offlineRichierich From United States of America, joined Nov 2000, 4267 posts, RR: 6
Reply 24, posted (8 years 5 months 2 weeks 2 days 17 hours ago) and read 5549 times:

Quoting Wjcandee (Thread starter):
Has anybody else noticed DL's new slogan for their Brazil service? It's on practically every phone booth in Manhattan. "Brazil. It's different down there."

I think you are going somewhere that was probably not intended with the ad.

When they say "it's different", it could mean a lot of things. I, personally, thought of the culture, the nightlife, maybe even the food. Not necessarily a wax job.



None shall pass!!!!
25 PPSMA : Agree, but try and bear in mind that DL has just recently announced their intention to strengthen up their JFK hub, so I gather that they would spare
26 Post contains images DALOCCDtyDrctr : WOW dude - get a grip -
27 787KQ : Your take on Delta's Brazilian slogan seems like a personal issue! Who would have thought what you do?
28 Boeingguy1 : It dosent to me... after all, im fine with gay people... transsexuals on the other hand, are just... very diffrent.
29 AADC10 : It is just an example of subtle racism. It appeals to the "Lord Jim" in us.
30 Sampa737 : Got news for folks in the USA...it IS different down here. How you get anything sexual out of that message is beyond me. It's a different culture, lan
31 Jetpixx : I have never read one thread from beginning to end and saw the same person who started the thread not only reply several times - but consecutive times
32 Sampa737 : Top Ten New Advertising Slogans for Delta Airlines (From David Letterman) 10. We're Amtrak with WIngs 9. Join Our Frequent Near-Miss Program 8. Ask Ab
33 Post contains links Wjcandee : Having also basically been accused of being a demented hobophobic psycho, I thought that I'd better check.... Nope. But just in case, I just did a li
34 Sampa737 : Dude, I did the same search. That guy has the same opinion as you and I was like, where do these guys get this from? Now that I actually see the ad, m
35 Alitalia744 : Go back to Church already bro - we get it. Personally, I find them funny, and I like sex so why not. I think everyone's over reading into EVERYTHING
36 Delta4eva : I don't see what is sexual about the ad either. I think it is brilliant if it's causing people to draw their own sexual conclusions. Just in case you
37 Jetpixx : The way things have been going 'up' here - I would take it to mean that Brazilians aren't paranoid, politically correct about everything, led by reli
38 DAL767400ER : Wow, Letterman is running out of ideas, he had pretty similar lists for Southwest, Northwest, JetBlue and United...
39 Alitalia744 : All, let's keep the discussion to the ad campaign and not about who is gay, or straight or who goes to church or not. thanks,
40 Swank300 : Also interesting to note that since DL made JFK a 'hub' or at least one of its focus cities, CO has apparently been nervous. In Tuesday's NY Times, an
41 LAXPAX : If there were a Nobel Prize for Forum Posting, this one would be a lock.
42 Shane : amen! (just got back from GRU & GIG and I couldn't agree more) It's different down there which is why we go!
43 ContinentalEWR : Oh grow up....what a stupid thread.
44 Cgnnrw : How clever!!!!!! I live in Cologne and I'm really looking forward to COs arrival in May. Kinda nice to see CO promoting Koeln (Cologne) as a destinat
45 Post contains images HALFA : Agree Agree again Ouch!! Hope I'm in the other 20%! Aloha, HALFA
46 Post contains links Wjcandee : http://copyranter.blogspot.com/2006/03/trimming-stabilizers.html ""Trimming the stabilizers..." "Delta, flying dangerously close to bankruptcy, has a
47 Panamair : O&M being fired by Delta has nothing to specifically with that ad (though I do agree that O&M certainly knew of the connotation when they came up wit
48 RwSEA : Interesting. If DL ever gets nervous, they should use something like the following: "There is an airline that has more international destinations to
49 Db373 : You sound like my 80-year old grandmother. My God.
50 Alitalia744 : Or they could respond with "Continental's right, they do fly to more destinations from the NY area - if you consider New Jersey New York."
51 DL4EVR : I don't understand...they're both in SkyTeam...why would they make such remarks about each other?
52 Delta4eva : Well in DL's defense, it was CO that made the comments. However, it is not completely suprising because they are still major competitors in the NY ar
53 Post contains images DAL767400ER : You should try selling that slogan to Delta, should work pretty well with the true New Yorkers . CO currently is basically p*ssed off by DL because D
54 Alitalia744 : Well being from NYC, it only seemed appropriate. As for selling it to Delta, I'd be more than happy to give it to them in exchange for a job in their
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