Delta Airlines unveiled a new $100 million advertising campaign with the slogan "How Do You Want to Fly?" after their reputation suffered from cost cuts and reduced customer service. Interviews with passengers found they wanted hassle-free travel addressed through simple requests, which the new campaign aimed to provide.

1. TOPIC 1 PERIOD 2
CASE STUDY-HOW DO YOU WANT TO FLY? P. 362 DATE 9/2/09
4 3
BRIEFLY WRITE IMPORTANT IDEAS OF LECTURE OR READING (USE
AFTER YOU ABBREVIATIONS – YOU U
TAKE NOTES, BECAUSE BC IMPORTANT IMP
THEN YOU
WRITE THE WRITE BULLETS AND DRAW DIAGARAMS OR PICTURES
TERM, IDEA
OR QUESTION SKIP A LINE BETWEEN IDEAS
THAT DEFINE
THE NOTES
EXAMPLE:
• RECENTLY UNVEILED NEW 100 MILLION ADVERTISING CAMPAIGN
DELTA AIRLINES • OLD SLOGAN – “TOP OF THE WORLD” - NOT EFFECTIVE
• REPUTATION SUFFERED WITH COST CUTS AND REDUCED CUST SERVICE
1990 • NEEDED NEW ADVERTISING CAMPAIGN
• “HOW DO YOU WANT TO FLY?” CREATED BY LEO BURNETT CO.
NEW SLOGAN
• PAX WANT HASSLE FREE TRAVEL
• SIMPLE REQUESTS – NEW CAMPAIGN ADDRESSES THIS DESIRE
RESULTS OF PAX
INTERVIEWS
SUMMARY 1-2 SENTENCES 5
DELTA AIRLINES NEEDED NEW CAMPAIGN WITH NEW SLOGAN TO ADDRESS CUSTOMERS’ DESIRE TO FLY HASSLE FREE.