Late March saw Delta begin to roll out a new international-only, multi-platform brand campaign leveraging its recent partnership with The Masters to try and build its brand internationally through an activation programme that aimed to promote the tie-up and communicate a seamless link between Delta and The Masters.
The work was based on a shared story: one focused on how both brands strive for perfection: an idea that links the pristine reputation of the Augusta National course, the commitment of professional golfers getting up early to practice and Delta’s consumer commitment to creating a better service.
The airline’s activation – which spans TV, print, poster, OOH, digital and social media advertising, plus media partnerships, leveraged the 2018 tournament in 11 markets around the world.
The main market focus of its activation included city-specific ad bursts in London, Mexico City and Seoul, while the social strand of the campaign also ran in Japan, China, Australia, Canada, Brazil, Spain, and South Africa (and with radio-only in the USA).
One multi-market through the line campaign, developed in alliance with sports and entertainment agency Octagon and content creators MilkMoney, spanned TV, OOH, digital and social.
The spearhead TV spot and its supporting assets were across the UK, Japan, Mexico and Korea.
Also in the UK, Delta executed a Masters media buy (dubbed as a ‘first-of-its-kind partnership’) with satellite broadcaster Sky Sports in a campaign that is spearheaded by a jointly created broadcast series called “Stories from the Last Nine”.
This branded content series ran through the week of the Masters and each episode ‘takes an in-depth look at the last nine holes of Augusta National Golf Club through the eyes of Masters champions Sir Nick Faldo, Phil Mickelson, Jack Nicklaus, Sergio Garcia, Jordan Spieth and other past winners’.
The objective off the activation is to build brand awareness of Delta outside of the USA, as well as to reinforcing the airline’s partnership with golf’s first Major of the year.
“Our partnership with the Masters Tournament provides a global platform from which to strengthen the Delta brand and drive awareness in our key international markets, while supporting one of the world’s most prestigious sporting events,” said Tim Mapes, Delta’s Senior Vice President and Chief Marketing Officer.
“As we continue to grow our global network through joint ventures and emerging markets, the focused activity in the U.K, Mexico and South Korea, will help differentiate us and drive trial from new customers and golf enthusiasts.”
Comment:
The unusual, eclectic and somewhat restrictive nature of Augusta National’s sponsorship programme threw up several challenges for the airline’s marketing team.
For example, Delta was not actually able to shoot at the Augusta National course and was only supplied with a set of five fixed venue images.
This meant solutions had to be found stretching from smart venue scouting to adding movement and dynamism to a set of fixed images.
It was in October 2017 that Delta Airlines signed up aw an International Partner of the Masters.
The tie-up saw it join UPS and Rolex as the tournament’s “International Partners.”
AT&T, IBM and Mercedes-Benz remain the event’s domestic sponsors.
“The business relationships we cultivate assist in our efforts to meet the unique and high expectations of quality established by our Founders many decades ago,” said Augusta National Golf Club chairman Billy Payne.
“Delta Air Lines is a welcome addition to our family of partners, and I know their enthusiasm for the Tournament – not to mention their own standards of excellence – will greatly enhance the Masters.”
This sports sponsorship activation follows on from the airlines much admired new global ad campaign spearheaded by its ‘#Runways’ spot.
Links:
Delta
https://www.instagram.com/delta
https://www.facebook.com/delta/
https://www.youtube.com/user/DeltaAirLines
The Masters
https://twitter.com/TheMasters
https://www.facebook.com/TheMasters/
https://www.youtube.com/user/masters
https://www.instagram.com/themasters
