Delta Upgrades Itself
March 30th, 2008 Posted in Video Marketing
When I travel, I book my flights based on two things: 1) my desired departure and arrival times, and 2) cost. The airplane’s brand name usually has nothing to do with it. The only exceptions are JetBlue (positive: TVs for every seat) or Southwest (negative: cattlecalls), but neither brand persuades me to use them (or not use them).
I’m just indifferent when it comes to flight brands! To my eye, Alaska is Delta is American is Lufthansa.
So, imagine my surprise when I saw that a Delta safety video was featured on YouTube and has 600,000 views!
With interesting shooting angles (creative cinematography), informal confessional-style interviews (increased approachability), and pumpin’ background music (just fun!), Delta took an average, boring experience and made it interesting to the average Internet viewer — people not even forced to watch it on a flight, mind you! It doesn’t help that they had an 11-year employee (nicknamed “Deltalina”) that looks like a Angelina Jolie…
My takeaway is that Delta changed the way it tells its own story: they offer a creative experience with friendly, attractive people there to serve you. It’s certainly not my experience with them (or any airline), but after this video, I’m open to the possibility of it being true.
What boring, internal, or even government-enforced media can you replace with something that fits your brand aspiration?
