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Delta's Livery May Change

Thu Mar 09, 2000 3:30 am

Delta has issued a press release describing their new brand identity program, which will cover eveything from new advertising to new employee uniforms. The release also states that "Evolution of the Delta logo and extending the new branding to Delta's aircraft livery is also being considered."

Remember that Delta's CEO (Leo Mullin) and his management team have no ties to the current livery as it was selected by Ron Allen, the former CEO.

Are small changes in the works, or are bigger things ahead? Are there any Delta employees out there who know more?
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RE: Delta's Livery May Change

Thu Mar 09, 2000 5:21 am

In Atlanta there is a model of a 767 with a different livery then any other plane. Maybe this is it.
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Thu Mar 09, 2000 5:44 am

Can you discribe it?
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RE: DeltaAir

Thu Mar 09, 2000 6:04 am

Its a lot like the one they have now, but with a brand new logo and the titles of each aircraft on it. It reminds me of British Airways's older livery. It looks a lot more business like and I think is an improvement over an already good livery. This is right now only being considered, but is likely to happen since Mr. Mulllin is now completely revamping the airlines's operations and communication with the passengers.
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RE: Delta's Livery May Change

Thu Mar 09, 2000 6:54 am

Delta Air Lines' New Brand Identity Checks in with Passengers

NEW YORK, March 8 /PRNewswire/ -- Today Delta Air Lines (NYSE: DAL) and
its global advertising agency Leo Burnett Company, Inc. unveiled the first
brand identity campaign for the carrier since joining forces last September.
The global campaign, which includes print, out-of-home, radio and television
is designed to strengthen the relationship between the carrier and its
passengers by highlighting Delta's services and benefits from the passenger's,
not the airline's, perspective.
Breaking nationally during the NCAA basketball coverage on March 11 and in
over 20 national magazines in April, the campaign exists without a tagline,
anthem music, celebrity voiceover or majestic airline shots -- a departure
from traditional airline ads. More than an advertising campaign, the new
brand identity will be pervasive throughout the entire passenger experience,
from a redesigned http://www.delta-air.com to new professional, distinctive but less
formal employee uniforms. Evolution of the Delta logo and extending the new
branding to Delta's aircraft livery is also being considered.

Putting Passengers Before Ourselves
"Airlines like to talk about themselves and, to some extent, we have been
guilty of doing the same," said Frederick W. Reid, executive vice president
and chief marketing officer at Delta Air Lines. "Passengers tune out those
messages. They want to hear about how airline services impact their flight
experience. This breakdown in the relationship between passengers and the
major carriers is a well-documented fact. The problem we now face as an
industry is repairing that relationship. To do this we're focusing Delta's
efforts on rebuilding passengers' trust, which is central to any

Delta Checks in with Passengers
The advertising for all Delta services and benefits is built around
specific passenger requests which were obtained from the agency's exploration
into passengers' experiences as well as Delta's ongoing analysis of passenger
feedback. Passenger requests such as "anything but more lines" and "keep me
posted" appear in every ad. Supporting copy details how Delta's services
address each specific issue. Each ad will also include a baggage tag written
by a passenger, bearing messages such as "Fly w/ me in mind," "Fly ASAP" or
"Fly informed." which connects the request with Delta's solution and always
appears as the final word in each ads.
"Whether we are communicating the benefits of BusinessElite(TM)
(intercontinental business class service), Delta Shuttle, or the redesigned
http://www.delta-air.com, the campaign underscores that Delta is not only listening
and providing solutions, but also working to ensure a more comfortable,
pleasant experience through every point of contact -- from reservations to
arrival," said Martin C. White, vice president of consumer marketing at Delta
Air Lines.

Consumer Research
The campaign was born out of consumer insights unearthed during a
comprehensive planning process that began last summer. The exploration
revealed that Delta, while traditionally rated among the highest on key
satisfaction attributes, suffered due to people's overwhelmingly
negative perception of the industry. To develop a marketing campaign that
could overcome the negative environment, the agency planners went beyond the
typical analysis. They read self-help books and consulted counselors to learn
how relationships are saved and gained usable insights to strengthen the
passenger/airline relationship.
Along with relationship research and thousands of passenger and Delta
employee interviews, every aspect of the travel experience -- phone
reservations, gate announcements, uniforms, etc. -- were looked at to learn
how they could be used in a more human way. No item of a passenger's flight
experience was spared from scrutiny. For example, instead of using a cocktail
napkin to proclaim "Airline of the Year by Air Transport World Magazine," it
will soon carry the simple passenger-focused message, "Fly refreshed." One of
the most important elements that will carry forth the new brand identity will
be the employee uniforms that will debut in January 2001. Developed by a
cross-divisional team of Delta employees with input from the agency, the new
uniforms will reflect the brand's new contemporary image.
According to Lisa Bennett, evp, executive creative director at Leo Burnett
U.S.A., the relationship research shaped the campaign from tone of voice to
key messages. "The campaign is about doing a better job of listening,
responding, and finally rediscovering the Delta passenger-focused heritage.
It is not designed to be apologetic or to be a declaration of overnight
change," stated Bennett, who heads up the global creative team. "It's a
promise. To listen. To respond."
The baggage tag icon used to deliver passenger requests will be used
globally, with messages and delivery varying market-by-market to reflect local
insights. Delta will launch the campaign in Europe and Latin America later in
the year following its debut in the U.S.
Founded in Chicago in 1935 with eight employees and three clients, today
Leo Burnett Company, Inc. is part of a global holding company temporarily
called "BDM" that encompasses a network of more than 500 operating units
across 90 markets. BDM is the result of a merger between The Leo Group and The
MacManus Group (New York), with a pending investment from Tokyo-based Dentsu,
Inc. The Leo Burnett network is comprised of 91 branded full-service
advertising agencies and a variety of specialty marketing services, including
direct, database and interactive marketing, sales promotion and public
relations. Leo Burnett currently handles seven of the world's 25 most
valuable global brands as ranked by Interbrand and an additional 22 other
brands in the top 100.
Delta, named "Best-Managed Major Airline" for 1999 by Aviation Week &
Space Technology magazine, is the world's most flown carrier. A record
106 million passengers traveled on Delta in 1999. Delta, Delta Express, Delta
Shuttle, the Delta Connection carriers and Delta's Worldwide Partners operate
5,465 flights each day to 364 cities in 61 countries. Delta's Web site is
http://www.delta-air.com .

SOURCE Delta Air Lines
Web Site: http://www.delta-air.com
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RE: Delta's Livery May Change

Thu Mar 09, 2000 7:15 am

Delta's agency, Leo Burnett, has sample ads on their website, both print and tv.

They are very different than the standard airline ad. Also, I thought that Delta's new policy was that everything in print would be Delta Air Lines with the sole exception of the tail. But all of the ads show only "Delta", not "Delta Air Lines".



RE: Delta's Livery May Change

Thu Mar 09, 2000 3:18 pm

It is scary that airlines spend so much on these fabulous ad campaigns.
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RE: Delta's Livery May Change

Thu Mar 09, 2000 3:23 pm

Can't wait to see a new livery. Must be good....the current one is great!

But what about the fact that they just changed over to the new one? In fact, aren't some planes still in the OLD livery? Another one might confuse the flying public. What do you think? Don't airlines tend to keep a livery for several years?
Bruce Leibowitz - Jackson, MS (KJAN) - Canon 50D/100-400L IS lens
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RE: Delta's Livery May Change

Fri Mar 10, 2000 3:19 am

If someone gets a picture of it post it!!!

I doesn't really confuse the flying public, because they (most people) remember airlines by there name and slogan!! Not there color scheme...like most aviation enthusists do!!!

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RE: Delta's Livery May Change

Fri Mar 10, 2000 9:50 pm

Rumor around Atlanta is that the possible change is much greater than simple tweaking of the current livery. If they change livery again, it will be almost an entirely new design, and will feature the stylistic baggage tags that are found in all new advertising.

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