Delta Uncorks a Wine Strategy at Miami Festival
To extend its fine wine experience beyond its in-flight miniature bottles, Delta Air Lines created a full-fledged gourmet experience at last spring’s South Beach Wine and Food Festival in Miami. The goal was to spotlight Delta’s new menu by Todd English and its wine offerings by master sommelier Andrea Robinson. It activated under two areas dubbed the Welcome Tent and Sponsorship Tent.
The Welcome Tent was made up of three airline-themed areas: At the check-in counters, staffers handed out wristbands and festival information. At gift bag baggage claim, gift bags were distributed via a working baggage claim carousel. And at the airport bar, Delta gave away wine glasses.
The Sponsor Tent, nestled on the beach, showcased a replica of the Delta Crown Room Club in Miami’s airport. Specialty in-flight cocktails and wine were served. Lounge areas included Business Elite Seats showing off the newest all-leather, lie-flat business elite seats. Brand ambassadors or “suncierges” drew in crowds and were equipped with sunscreen, mini-misting fans and lip balm provided by Delta’s partner Lather. More than 15,000 guests visited the Welcome Tent during the event.