Delta's Song Out-Sings JetBlue with a Holiday Pop-Up - Event Marketer

Delta’s Song Out-Sings JetBlue with a Holiday Pop-Up

DB_SongStore_2004 Ex
Brand: DELTA AIR LINES SONG
Agency: LIME
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2004

Delta Air Lines’ Song out-experienced JetBlue when it opened a 2,700-square-foot branded store in Manhattan’s SoHo district during the holiday season, allowing New Yorkers to come in off the street and check out the airline’s offerings on the ground.

The Song in the City store featured six areas, each highlighting a specific core offering: The In-Flight Entertainment Area had two rows of Song aircraft seats folks sat in while sampling satellite television, video-on-demand, and MP3 files. The Entertainment Area had 25 plasma monitors visitors used to play videogames and check out in-flight television programming. The Food & Beverage section offered guests samples from Song’s in-flight gourmet menu while The Departure Lounge served up Song cuisine, signature drinks, music, and special effects that made the area appear to be flying. A Travel Planning Area boasted laptops, maps, and a different Song destination featured each week. A Retail area sported merchandise and other items for sale.

Staffers dressed as ramp agents “directed” (using light signals) consumers inside from the street. Special events including movie screenings, Friday night jazz, author readings, and kids’ activities kept the store buzzing throughout the week.

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