Delta Air Lines, the most awarded U.S. airline, is boosting its investment in Latin America by launching an inspirational marketing campaign in South America under the slogan “To See Beyond, Go Up.” The campaign, which will run in Brazil, Chile, Colombia and Peru, seeks to inspire and connect with travelers in the region, whether they are families looking for comfort and quality in-flight services or leisure and business travelers seeking elevated experiences on the ground and in the air on their way to Delta’s wide-ranging network of U.S. destinations, such as Atlanta, Orlando, New York City and Los Angeles.
With this significant investment in the market, Delta aims to deepen its relationship with South American customers, familiarizing them with Delta’s award-winning customer experience and amenities, particularly as it continues to implement its industry-leading partnership with LATAM, South America’s most awarded airline. The initiative reinforces the promise and excitement for South America at a time when the air travel market has enormous potential.
“With a track record of more than two decades in South America and recognized worldwide for reliability, superior customer service and in-flight comfort, Delta is excited about amplifying its brand resonance in the region and establishing Delta and our partner LATAM as the preferred choice for customers traveling between the Americas,” said Alex Antilla, Delta’s Vice President for Latin America. “It’s time for more South American travelers to discover and enjoy our unmatched flight network and world-class service, so we invite customers on board with Delta in order to see beyond.”
“Delta is the most awarded airline in the United States and a strong and established brand in North America,» said Fabio Mendes, Delta’s Sr. Manager for Brand Strategy. «With this campaign, which will be disseminated through a variety of channels, we will promote the Delta difference to further connect with Brazilian, Chilean, Colombian and Peruvian travelers, so that they think of Delta first as the airline they should choose for their travels to discover the charms of North America.»
The campaign is centered around a 30-second spot filled with inspirational messages that challenge travelers to see beyond, by elevating their point of view. And for that, they can stand on someone’s shoulder, go to a rooftop, climb a tree, or fly with Delta to gain higher perspective.
The “To See Beyond, Go Up” campaign will run through channels such as, digital media, social media, radio and Out of Home advertising through December. From Sept. 25, the campaign can be seen in strategic locations such as Sao Paulo-Congonhas Airport and later Guarulhos, in the emblematic Leblon neighborhood in Rio de Janeiro and in major shopping malls in Bogota and Lima.
DELTA IN SOUTH AMERICA
Since its inaugural Atlanta-Sao Paulo flight in June 1997, Delta Air Lines has had a prominent presence in South America, anchored by its customer-first approach and extensive U.S. and global route network. In the years that followed, the airline continued to expand its routes and operations in the region, including Santiago (Chile); Bogota (Colombia), Buenos Aires (Argentina), and Lima (Peru), among other destinations.
Delta further consolidated its position in the region by announcing a Joint Venture agreement with LATAM Airlines group, a partnership that is celebrating its first anniversary in October, marking a significant milestone in the implementation of an unparalleled airline alliance between North and South America that offers more than 300 destinations between the two continents.
This year, the Delta-LATAM partnership has announced increased frequencies and new routes to South America, including Orlando-Bogota and Los Angeles-Sao Paulo, both operated by LATAM and already in operation, and the following launches: Atlanta-Bogota (Delta’s second daily flight starting in October), Miami-Medellin (operated starting in October by LATAM), Atlanta-Lima (offered starting in October by LATAM, its first route to Delta’s largest hub and joining Delta’s existing service on the route), Atlanta-Cartagena (Delta route starting in December) and New York/JFK- Rio de Janeiro (offered starting in December by Delta).
Delta Air Lines prides itself on being the most awarded U.S. airline, excelling in providing high-quality customer service that prioritizes a comfortable and elevated travel experience– flights between North and South America have free messaging via WhatsApp and iMessage, for example. The introduction of the Delta Premium Select cabin offers spacious seating, complemented by an industry-leading in-flight entertainment system. In addition, Delta’s SkyMiles program ensures that miles never expire, and reciprocity with LATAM’s LATAM Pass program amplifies benefits, which, depending on the level of frequent flyer membership, include priority services, lounge access and additional baggage, among other perks.
