Challenge
Despite a strong affinity towards Delta amongst Black travelers, most younger consumers view Delta as a means of transportation from point A to B. Although Delta connects people to places, we want to showcase to our consumers that we are more than just an airline.
Key Message: Delta is a global connector that delivers premium experiences during culturally relevant moments and beyond, allowing us to authentically connect with customers while providing platforms to elevate the stories of diverse creatives.
Establish an identity for Delta outside of the travel category and highlight our commitment to
connecting people to their potential in the face of adversity.
Your challenge is to: Identify experiences and ways in which Delta can meaningfully connect with Black Gen Z/Millennial travelers through cultural events that are rooted in their passion points (fashion, music, art, food, film, gaming, etc.)
Solution
Delta has a unique opportunity to strengthen its bond with Black Gen Z and Millennial travelers by going beyond transportation and creating experiences rooted in cultural connection and empowerment. This deck outlines two key concepts that allow Delta to engage with Black travelers in authentic, meaningful ways—by celebrating their rich heritage and addressing their concerns around safety while exploring the world.
The first idea, Fly Your Flag Lounge, focuses on fostering cultural pride and personal discovery through immersive experiences at the Broccoli City Festival.
The second concept, Global Green Book Experience, would be hosted at Afropunk, offering modern resources and tools to help Black travelers explore the world safely.
Together, these activations will enhance Delta’s role as a trusted partner, empowering Black travelers to embark on their journeys with confidence and excitement.
