Delta Air Lines, Inc.: Let Yourself Fly campaign
Rayna BaileyOVERVIEW
Although Delta Air Lines, Inc., was the number three air-passenger carrier in the early 1990s, by 1996 it was feeling the pressures of low-cost carriers such as Southwest Airlines. Budget-conscious air travelers were embracing cheap tickets and willingly giving up first-class seating, onboard meals, and other frills offered by older carriers such as Delta, United Airlines, and American Airlines. When Southwest expanded service into the lucrative Florida leisure-traveler market in 1996, Delta realized that its customers were abandoning it for that airline. To compete with Southwest, in 1996 Delta...