CLIENT
Delta Air Lines
Jackie Yeaney, Managing Dir. - Worldwide Mktg. Communications
Carter Etherington, General Manager - Mktg. Communications U.S.
AGENCY
John Condon, VP Creative Dir.
Karla Knecht, VP Associate Media Dir.
Stephen Bach, VP Account Dir.
Andrew Dauska, Account Supervisor
Tim Pontarelli, EVP Creative Dir.
Per Jacobson, VP Creative Dir.
Starcom MediaVest Group
SUMMARY
Business travel hit ten year lows and growing numbers defected to low cost competitors like Jet Blue and AirTran. Major airlines were left to battle for the few remaining premium ticket, business fliers. Increasing heightened security wreaked havoc on airport wait times, most notably at Delta's critical New York hub. In many situations, airport wait times exceeded flight times. Delta. the leader is short haul flights, took the brunt of this reality and their treasured New York revenue share crumbled. The single leading frustrating for the frequent business traveler in New York is wasting time waiting in line. The "Hate Lines?" campaign uses straight talking, provocative ways to allegorize how Delta's technologies can lead to a hassle free airport experience. "Hate Lines?" sparked a 1.3% increase in revenue share and a dramatic increase in preference for Delta.
