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Delta to introduce new time-saving initiatives at New York`s LaGuardia Airport

Delta<.> Air Lines will introduce a series of innovative service options at New York`s LaGuardia Airport to get…

Delta<.> Air Lines will introduce a series of innovative service options at New York`s LaGuardia Airport to get customers out of lines and through the airport more quickly. Delta will implement these new programs starting in the next few weeks and throughout the remainder of 2002.

To support these initiatives, the carrier unveiled a new advertising campaign — Hate Lines? — developed by Leo Burnett USA. True to Delta`s passenger-centric heritage, the campaign specifically addresses a top customer concern of reducing wait times and hassle throughout the airport experience.

While we cannot eliminate lines entirely, Delta has an opportunity to differentiate itself to New York customers as the airline that helps its passengers avoid lines, said Vicki Escarra, chief marketing officer, Delta Air Lines. Customers — particularly in New York, the world`s largest travel market — have told us that `in airport` hassles are of primary concern to them. We look forward to addressing a need that travelers in this market care deeply about.

Addressing an unmet need

Throughout the remainder of 2002, Delta will roll out unique time-saving initiatives at LaGuardia from improving the queuing process at check-in and security to increasing the number of self-service check-in kiosks. These changes will move customers more quickly through the airport. Among the planned initiatives, the carrier will:

  • Double the number of self-service kiosks from 12 to 24. E-ticketed customers can use the kiosks to issue boarding cards or check a bag in less than 60 seconds. More than 80 percent of LaGuardia customers are eligible to use self-service kiosks.

  • Offer a new service channel via phone banks staffed by dedicated Reservations Sales representatives, which provides customers another option to avoid lines.

  • Position Airport Customer Service agents in the lobby to greet customers and direct them to the fastest service option.

  • Launch, an on-line interactive tool containing pertinent information to assist New Yorkers with their travel needs. >From, customers can print boarding cards from home or office; check security wait times for New York`s major airports, LaGuardia, John F. Kennedy International and Newark International; select seats; and view special fares and promotions.

We are confident that no other airline can offer New Yorkers such a vast array of products to speed them through the check-in process, Escarra said. We plan to transform the face of customer service at LaGuardia. These initiatives and the readiness of our employees will ensure that Delta delivers on the brand promises in this campaign.

Delta`s comprehensive suite of technology options, which include self- service kiosks, virtual check-in via, and gate and flight informational display screens is available for use today. These options are being enhanced to allow customers to bypass most lines and cut significant time from the check-in process.

Avoid the lines advertising

Delta`s Hate Lines? campaign will target frequent travelers through multiple contact points, utilizing a mix of online, radio and print executions, as well as strategically-placed out-of-home ads and innovative marketing tactics.

Delta will surround New Yorkers using traditional and extensive out-of- home advertising as well as tactics such as deli bags, coffee cups, street vendor umbrellas, a mobile billboard and street-level promotions using giant balloons. Advertising is strategically placed to target individuals while they wait in lines.

The focus of nearly every execution is the Delta Air Lines logo with the word Lines being crossed off, erased or torn away in some fashion, followed by the rhetorical question, Hate Lines? Then the reader is offered solutions for how Delta can help them avoid lines. Radio executions call out Lines as a dirty word, bleeping it out over and over again.

We used a simple visual device, erasing the `Lines` in Delta Air Lines, across numerous contact points to really drive home the message that Delta will help ease the hassle associated with airline travel in New York, said Tim Pontarelli, senior vice president/creative director, Leo Burnett USA. Advertising will launch fully during the week of Sept. 23. The campaign is set to run through the end of December 2002.

Theodore Koumelis
Co-Founder & Managing Director - Travel Media Applications | Website

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.