Delta Air Lines, Inc.: The Passenger's Airline campaign

Susan Risland

Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines.

Delta Air Lines, Inc.: The Passenger's Airline campaign

Susan Risland

OVERVIEW

Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines. Delta's goal was to move up in the rankings to number one, at least in the eyes of its customers. But as consumer dissatisfaction with the airline industry overall continued to increase, Delta's main challenge was to convince people that air travel did not have to be a negative experience.

To reverse the negative perception consumers had of air travel, and to win over customers, Delta in 1999...

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