To celebrate becoming the official airline partner of University of California, Los Angeles (UCLA) and its famous Bruins team, Delta Airlines made a big noise at LAX Airport when the UCLA Bruin Marching Band surprised customers with performances inside Delta’s Terminal 5.
The band, known as The Solid Gold Sound, was joined by its partner UCLA Spirit Squad, plus UCLA Bruins’ mascots Joe and Josephine Bruin for the surprise event, while several Delta UCLA alumni who greeted unsuspected customers with UCLA game tickets and fan flair.
The sponsorship stunt was captured on film and promoted across the airlines digital and social channels led by YouTube.
The deal was also promoted across the UCLA Bruins digital and social channels,
Delta Airlines and UCLA reach partnership deal. Delta becomes the official airline sponsor of UCLA athletics. http://bit.ly/beNnDQ
— UCLA Bruins (@U_C_L_A) September 23, 2010
while the stunt itself was also supported by LAX airport on its digital and social channels – such as Facebook
and Twitter.
[PIC] Congratulations @Delta on becoming the Official Airline of @UCLA! Check out UCLA Marching Band & Joe Bruin: https://t.co/buRSQCpr26
— LAX Airport (@flyLAXairport) September 22, 2016
That same week Delta also activated the new relationship by supporteing students at UCLA’s campus move-in day with Delta Sky360 lounges stocked with complimentary drinks, snacks, massages and merchandise giveaways.
The fresh partnership will also include promotions, on-campus events and advertising. Noted elements include permanent branding at the Rose Bowl and signage at home football and men’s basketball games.
‘Delta is proud to welcome UCLA, one of the country’s top universities, to our expanding portfolio of LA partners,’ explains Delta VP Ranjan Goswami.
‘Like the city of Los Angeles itself, UCLA comprises a richly diverse community, and our partnership illustrates and underscores our commitment to become the airline of choice for all Angelenos.’
‘We are excited to partner with Delta as the official airline of UCLA Athletics,’ said Josh Rebholz, Senior Associate Athletic Director at UCLA.
‘While Delta is an industry leader and global giant, they’re also very involved in the Los Angeles community. Their support plays an important role in helping our student-athletes as they continuously strive to be champions in competition and in the classroom.’
‘Los Angeles is a key hub for Delta, and our pledge to L.A. means more than providing exceptional service at LAX,’ added UCLA marketing manager Jake Abel.
‘Our support of UCLA reflects our deep commitment to the community. Delta is proud to be associated with UCLA Athletics, and we wish the Bruins great success this year and in the future.’
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While the airline has other college partnerships, this is its first West Coast school alliance and the three-year tie-up sees it become the official airline of UCLA Athletics, the official airline of the Alumni Association of UCLA and official airline of the university’s famous Rose Bowl stadium.
The aim behind its college partnerships is to forge university alliances that embed the airline and its employees on campus and at alumni events, as well as in the academics and career recruiting programmes, and as a supporter of its sports teams – all an effort to become a lifelong travel partner to future customers.
Delta’s other university partners include Boston College, University of Florida, University of Georgia, Georgia Institute of Technology, Indiana University, University of Michigan, Michigan State University, University of Minnesota, University of North Carolina, North Carolina State University, University of Notre Dame, The Ohio State University, Penn State University, Syracuse University and University of Wisconsin.
The business thinking behind the alliance is based on the fact that Delta has been the fastest-growing carrier at Los Angeles International Airport since 2009 and it continues to broaden and deepen its LA relationships.
The airline offers more than 175 peak-day departures to more than 60 destinations from Los Angeles and is moving forward with plans to build a world-class, $1.9 billion facility at Terminals 2 and 3, creating a premier space for its operations alongside its airline partners.
Delta also sponsors and supports several other organisations and events around LA: including its role as the official airline of the LA Lakers, and LA Kings, as well as a partner of the GRAMMYs and LA Pride.
Go Delta and Bruins!
Links
Delta YouTube
https://www.youtube.com/user/DeltaAirLines
Delta Twitter:
Delta Instagram:
https://www.instagram.com/delta/
Delta Facebook:
https://www.facebook.com/delta
Delta Web:
UCLA Bruins:
