Delta rebrands five classes of service
Delta Air Lines has announced a revamp of the “Delta experience” today with five different classes of service and new names to match. See if you can follow along.
The long-haul international and transcontinental premium class, which has been known as BusinessElite since Delta eliminated First Class in 1998, will now be known, in disappointingly generic fashion, as Delta One. On domestic and short-haul international routes, the premium cabin will be called First Class (it was previously sometimes called Business Class, sometimes First Class, apparently depending on the airplane.) Economy Comfort is now Delta Comfort+. Economy is now Main Cabin, just like American. The new class is Basic Economy, in which you’ll sit in the Main Cabin but get a cheaper fares in exchange for giving up the ability to change your ticket, choose your seat, or upgrade.
So from front to back, that’s Delta One, First Class, Delta Comfort+, Main Cabin, and Basic Economy. That’s a confusing mishmash of names, none of which seems to be related to any of the others. Maybe this video will help sort it all out?
Santa flies coach for Expedia
As a copywriter, my holy grail is an idea so simple it can be expressed in a few words and you will instantly not only get it, but feel it. “Santa flies coach” is just such an idea. This is a lovely video for Expedia to advertise the fact that you can now donate your Expedia+ rewards points to St. Jude Children’s Research Hospital. It’s a brilliant idea, beautifully executed by 180LA. Source: Adweek.
Canadian airlines get in the holiday spirit
Two Canadian airlines have launched holiday videos in the past week. WestJet followed up last year’s remarkably successful Christmas Miracle with a similar program in a new locale: an underprivileged destination in the Dominican Republic. (Agency: Mosaic)
Meanwhile, Air Canada surprised Canadian ex-pats in London with a free flight home for the holidays. (Agency: JWT Toronto)
New uniforms for American Airlines
American Airlines has revealed its new uniform design to employees in an internal memo, AirlineGeeks.com reports. The new uniforms, designed by KAUFMANFRANCO, are mainly grey and replace American’s navy-blue uniforms, which have barely changed in more than 20 years.
Update, 10 December 2014: Jaunted has better pictures of the new uniforms. KAUFMANFRANCO did a very nice job.
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American Airlines launched its long-anticipated new identity today, replacing the Massimo Vignelli-designed livery it used unchanged for more than four decades. You can find more information and photographs at their launch Web site, or watch this behind-the-scenes video. In the interests of full disclosure, I work at American’s advertising agency, although I do not work on their account. Here’s the launch television spot developed by McCann New York:
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From now on, new planes for Air New Zealand will also feature a new livery. The new look retains the koru logo but replaces the blues and greens of its existing colours with black, inspired by New Zealand’s national rugby team, the All Blacks. The typography was also updated by Kris Sowersby. (via Brand New)
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Qantas has selected Droga5 as its new creative agency, according to AdAge, after a pitch that reportedly took ten months to unfold. The account will be handled from the agency’s Sydney office.
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The list of finalists in the Southwest Airlines review is down to four, according to Adweek: Arnold, Boston; TBWA\Chiat\Day in Los Angeles; Leo Burnett in Chicago; and Deutsch in Los Angeles. A selection could come as soon as next week. No matter what happens, GSD&M will continue to hold a piece of the account—but it is telling that they are not finalists in this pitch, even though they were invited to participate.
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The oneworld alliance has chosen Dentsu America as its advertising agency of record after a review. Dentsu’s U.S. outpost also holds the account for Japan Airlines, a oneworld member.
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Virgin Atlantic is branding the ice cubes in its Upper Class cabin… by carving them in the shape of Richard Branson’s head.