DELTA LANDS NEW BRAND IDENTITY
By Adnews Staff
Atlanta-based Delta Air Lines will launch a new brand identity this week through a global campaign from Chicago-based Leo Burnett USA. The campaign includes print, outdoor, radio and television advertising designed to highlight Delta's services from the eyes of the passenger. According to Delta, the ads differ from traditional airline ads in that they do not include taglines, anthem music, celebrity voice-overs or majestic airline shots. Instead, the campaign will be built around passenger requests and ads will feature baggage tags written by passengers. The tags will include messages such as "Fly with me in mind," "Fly ASAP" or "Fly Informed." The new brand identity will also include a redesigned Web site at <http://www.delta-air.com>, new uniforms and a new logo. Delta will launch its branding program in Europe and Latin America later this year.