Delta Pop-Up Offers Tastings, Packing Tips and Giveaways
Bringing its brand back to life after a financially shaky 2007, Delta Air Lines pampered the New York City market with Sky360 for six weeks in October, giving the public a taste for its new in-flight offerings in 3,800 square feet of sleek space.
Delta street teams distributed promo cards with the week’s events to create buzz. It created contests and gave away airline tickets and mileage certificates. There were also themed programs including presentations on packing tips and olive oil tastings. At night, Delta360 became host to movie screenings, art shows, press conferences, fashion shows and cocktail parties. Caffeine lovers could enjoy Java City Coffee, Coca-Cola products and cocktails created exclusively for Delta by nightlife proprietor Rande Gerber.
Folks who took respite at Sky360 relaxed on Delta’s all-leather reclining coach class seats and enjoyed On Demand in-flight entertainment with HBO programming, movies and music. Visitors could charge their mobile devices at a charging station provided by American Express, have a snack or read newspapers and magazines. The staff was made up of Delta employees to keep the experience authentic.
Sky360 was such a success that it was extended through March. During the first cycle (October to November), 15,371 people visited the pop-up store. Five hundred visitors joined the Delta SkyMiles Membership via the Take One cards that were handed out on site. In the next six weeks approximately 30,000 premiums were given away and more than 10,000 Coke products were sampled. Sixty-four percent of consumers said that visiting Sky360 would influence them to choose Delta in the future; 59 percent said they would tell a friend about Delta. The press-worthy events that Sky360 hosted generated 73,514,226 media impressions and $3,973,060 in advertising value.