Delta Design & Branding DELTA TOUCH THE FUTURE OF TRAVEL by Razorfish New York

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DELTA TOUCH THE FUTURE OF TRAVEL

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Industry Airlines
Media Design & Branding
Market United States
Agency Razorfish New York
Associate Creative Director Eric Champlin
Executive Creative Director Sam Cannon
Creative Director Toby Past
Art Director Kat Mccluskey
Designer Matt Brewer
Released October 2011

Credits & Description

Category: Offline Digital Design
Advertiser: DELTA AIR LINES
Product/Service: AIRLINE
Agency: RAZORFISH
Executive Creative Director: Sam Cannon (Razorfish)
Vice President/Creative: Michael Miller (Razorfish)
Creative Director: Toby Past (Razorfish)
Associate Creative Director: Eric Champlin (Razorfish)
Senior Art Director: Mike Boutte (Razorfish)
Art Director: Kat Mccluskey (Razorfish)
Senior Copywriter: Martha Dixon (Razorfish)
Senior Designer: Sara Geissen (Razorfish)
Designer: Matt Brewer (Razorfish)
Lead Developer: Steve Dawson (Razorfish)
Technical Architect: Alex Nichols (Razorfish)
Presentation Layer Developer: Deavon Barlow (Razorfish)
Director Of Emerging Experiences: Luke Hamilton (Razorfish)
Media placement: Ongoing Physical Installation - Delta Sky360 Club In Madison Square Garden In New York City - 19, October 2011-Present

Describe the brief from the client
Goal:
Strengthen Delta brand perception by showcasing Delta as an innovator while communicating aspects of Delta products and services in an appealing way.

Who?
High Value Customers. Primarily Males, 25-55 years old, business travellers, sports fans.

What?
Come away believing that Delta is dedicated to making a new kind of travel experience, one customised to your liking.

Describe the challenges and key objectives
How do you attract attention and engagement in a busy, VIP lounge environment and reinforce the new Delta digital brand and the takeaway idea of a new kind of travel experience?

1. Develop a way to attract people in near proximity to the experience.
2. Entice them into a simple yet rich engagement.
3. Reward them with a beautiful, fun experience that they can take with them.

Describe how you arrived at the final design
We created a simple interaction that felt both personalised and easy, using tiles with emotive phrases to capture your travel mood. We then served up destinations on a beautifully styled 3D globe for exploration, with touch being all you need to transport to a new state of mind.

The style is equal parts future and retro-postcard inspired, and since no single view of these destinations would suffice, we created fantastical collages with landmarks and features all in 1 stunning panoramic view.

When you're finished you can share your explorations via social networks or take them with you via mobile.

Give some indication of how successful the outcome was in the market
At the launch event for the Delta Sky360 Club, an evening featuring a John Legend performance and sports icons from the NY Rangers and Knicks, Touch the Future of Travel provided a huge draw. Over the ensuing months, we've been able to track the number of passers-by who engage in the experience via camera - a whopping 1/3 of everyone who comes in range which is amazing for this kind of in-venue experience.

We're are currently in planning with Delta to roll the experience out to other venues, including airport terminals, other arenas of sport, and global conferences like TED.