Delta Paints the Sky Pink for Breast Cancer Awareness - Event Marketer

Delta Paints the Sky Pink for Breast Cancer Awareness

DB_Delta_2007 Ex
Brand: DELTA AIR LINES
Agency: IGNITION
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2007

Delta Air Lines painted the sky, or to be more exact, one of its 757s, pink to raise awareness of breast cancer and to show its commitment to finding a cure for the disease. Working with the Breast Cancer Research Foundation, Delta donated dollars raised from the sale of pink-and-gray branded t-shirts and in-flight sales of pink lemonade and signature pink martinis to the cause.

Delta employees system-wide participated: Each Thursday and Friday during the month of October, they manned lemonade stands and encouraged co-workers to purchase t-shirts or beverages. Delta’s partners also got involved. At Atlanta Falcons and New York Jets games, flight attendants during the month of October solicited donations from fans, and at the Peachtree City Air Show, Delta’s Pink Plane did a special flyover to highlight the company’s commitment to the cause.

All told, the program landed more than $200,000 for the foundation.

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