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Case Study – Delta Airlines

Delta Airlines: To Paris… and Beyond

Airline Reestablishes Nonstop Air Service to Europe

Reestablishing nonstop air service to Europe has been a high priority for ACAA. Now, with Delta’s direct flight to Paris, Pittsburgh air travelers will have convenient connections to more than 90 cities in Europe. These flights will keep our region competitive and internationally accessible.

Goals:

  • Increase the awareness of Delta’s non-stop flight to Paris and beyond
  • Target upscale business and leisure travelers through high profile media outlets in NE Ohio and Western Pennsylvania
  • Promote competitive airfares and availability of flights
  • Increase traffic to FlyPittsburgh.com, Delta Airlines and Pittsburgh International Airport internet destinations

Call to action:

Driving traffic to FlyPittsburgh.com landing page with information and tools about Delta’s non-stop flight to Paris and convenient connections to more than 90 cities in Europe.

Creative:

Non-stop service from Pittsburgh to Paris. Book now at FlyPittsburgh.com

Mazel Case Study: Pittsburgh International Airport

Finding the right audience:

The Delta Paris Spring Campaign was designed to reach M25-49 (a demo established through meetings with Delta Airlines) with A25-54 as the secondary demo. In addition, the focus of the campaign was to target upscale, business travelers through high profile media outlets.

The innovative marketing campaign:

Pittsburgh’s global ties play an important role in the region’s economy. That is why regional partners such as The Pittsburgh Post Gazette, WDVE Radio, KDKA radio, Pittsburgh Cultural Trust, Youngstown Vindicator, WKBN Radio, Cleveland Plain Dealer, and ESPN Radio in Cleveland planned to make a significant impact in conjunction with the Delta Paris advertising campaign.

Through market research, market segmentation and analysis, as well as strategic planning, the campaign ran from February 6-May 27, 2012. Utilizing Media Audit, Marshall Marketing, and Arbitron research, this comprehensive campaign was specifically designed to increase the market of air travelers and stimulate essential traffic out of neighboring communities.

Results:

After a successful kickoff of non-stop flights originating in our from Pittsburgh to Paris in 2012, Delta Airlines continued it’s partnership with Pittsburgh International for the last 3 years as well as expanded daily service during peak summer travels months June 15 through October 24.

Making the most effective use of your advertising budget.


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