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FMBX News
Posted: Mar 31, 2011
Delta Air Lines and Avantgarde think inside and outside the cube
Delta Air Lines is marking the launch of its new daily nonstop flights from London Heathrow to Boston and Miami and introduction of its fully flat business class product, BusinessElte, with a cutting edge promotional activity known as ‘The Cube’.
‘The Cube’ uses the latest in digital and projection technology to bring the Delta BusinessElite experience to life for the consumer. The freestanding glass structure features a BusinessElite flat bed, containing a Delta business customer. Innovative projections are constantly moving across the glass structure and an interactive touchscreen allows consumers to ask questions to the business customer within the cube.
The campaign has been developed by Delta Air Lines' UK experiential marketing agency, Avantgarde and started on 28 March. The Cube is being positioned at strategic locations across London including Heathrow’s Terminal 5 (28 March), Canary Wharf (30 March - 1 April), Paddington (4 April) and St Pancras station (6 April). The destinations were booked for the tour by Brandspace. Delta’s brand ambassadors will also be on-hand to talk about the on-board offering, including menus designed by celebrity chefs, award winning wines and showcase the new BusinessElite flat beds which boast direct aisle access from every seat.
“Delta is building its presence at London Heathrow and now provides convenient nonstop services to top business and leisure destinations in the U.S., Latin America and the Caribbean” said Perry Cantarutti, Delta’s senior vice president Europe, Middle East and Africa. “We are excited about the addition of the Heathrow to Boston and Miami services; in conjunction with this we’re delighted our new fully flat bed seats are available in BusinessElite on all our flights from London Heathrow.”
Commenting on the current project, Mark Dunn, group account director at Avantgarde said “Avantgarde UK are proud to be working with Delta Air Lines on such a dynamic and cutting edge campaign. It is a unique and truly challenging multi faceted activation that really pushes the boundaries of live brand communication”.
Delta began its new daily nonstop services from Heathrow to Boston and Miami on 27th March, and operates three-times daily to New York-JFK, as well as offering daily service to Atlanta, Minneapolis and Detroit, all from Heathrow’s Terminal
Venues booked by Brandspace. Brandspace in the suppliers directory.
