DELTA CHOOSES THE EDITORIAL WAY
By Adnews Staff
Delta Hotels & Resorts is telling its story with a six-page spread scheduled to run twice in The Globe and Mail. The hotel chain is putting a good chunk of its fall and winter advertising budget into advertorial inserts which blur the lines between editorial and advertising to the extreme. They are written by Report on Business staff and laid out in Globe style - similar page size, headlines and column formatting. Slated for September and January, they aimed at the business traveller. "Rather than advertise one Delta product on its own, Delta has chosen to communicate the whole Delta story," says a release. The first insert, which runs Sept. 12, will carry nine stories centred on Delta, a list of 50 travel tips and Delta display ads. The ads will be used in a 12-week campaign in The Globe that will lead up to another advertorial in January which will have new content. The advertorial will also be featured in The Globe's own billboard advertising. Delta's campaign was put together by its ad agency, Echo Advertising of Toronto.