Like a Politician, Delta Hits the Comeback Trail
By STUART ELLIOTT
Published: May 2, 2007
IT is no coincidence that an ambitious effort by Delta Air Lines to restore luster to its tarnished brand image resembles attempts by elected officials who fall from grace to regain public confidence.
The political roots of the Delta campaign, which is getting under way this week, reflect the pedigree of the principals of its creative agency, Shepardson Stern & Kaminsky in New York, who are known for their work for candidates as well as for brands.
Indeed, S. S.& K., as the agency is called, was recently hired by Senator Barack Obama, Democrat of Illinois, to advise his presidential campaign in areas that include reaching younger voters and using nontraditional media for persuasive purposes.
S. S.& K. is among several agencies seeking to help Delta regain its lofty reputation after spending almost 20 months in federal bankruptcy protection. Delta emerged from Chapter 11 on Monday, and its shares are scheduled to resume trading on the New York Stock Exchange tomorrow.
Delta is one of the large established airlines — the so-called legacy carriers — that have suffered mightily since 9/11 from problems like rising fuel prices and intensifying competition from lower-cost competitors. Other legacy carriers that have been or are in bankruptcy protection are United Airlines and Northwest Airlines.
Story
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slick! B)
By STUART ELLIOTT
Published: May 2, 2007
IT is no coincidence that an ambitious effort by Delta Air Lines to restore luster to its tarnished brand image resembles attempts by elected officials who fall from grace to regain public confidence.
The political roots of the Delta campaign, which is getting under way this week, reflect the pedigree of the principals of its creative agency, Shepardson Stern & Kaminsky in New York, who are known for their work for candidates as well as for brands.
Indeed, S. S.& K., as the agency is called, was recently hired by Senator Barack Obama, Democrat of Illinois, to advise his presidential campaign in areas that include reaching younger voters and using nontraditional media for persuasive purposes.
S. S.& K. is among several agencies seeking to help Delta regain its lofty reputation after spending almost 20 months in federal bankruptcy protection. Delta emerged from Chapter 11 on Monday, and its shares are scheduled to resume trading on the New York Stock Exchange tomorrow.
Delta is one of the large established airlines — the so-called legacy carriers — that have suffered mightily since 9/11 from problems like rising fuel prices and intensifying competition from lower-cost competitors. Other legacy carriers that have been or are in bankruptcy protection are United Airlines and Northwest Airlines.
Story
Video
slick! B)
