Campaign of the Week: Delta Mural Looks to Appeal to Online Daters

In a new campaign that aims to appeal to young people and online daters, Delta looked to an unusual format — wall murals. The Brooklyn mural features images of exotic locales so people can take photos in front of them. It also includes the Delta logo and the thought “world travelers are more likely to be swiped right.” So what do consumers think about the Delta dating wall? And what might images of the promotion do for the brand’s image? We asked 1,000 respondents about their flying habits and then tested the campaign to see if it made any impact.

delta airlines

Airline Consumers

In Ask Your Target Market’s latest online survey, 4% of respondents said that they travel by plane at least once per month. 18% fly a few times per year. Another 18% said they fly about once per year. 16% do so every few years. 19% said they fly less frequently than once every few years. And 27% are not airline travelers at all.

Of those airline travelers, 57% said that they’ve flown with Delta at least once. And 26% said they fly with Delta regularly. Southwest was the only airline with more regular customers than Delta.

Delta Mural

Overall, 12% of respondents said they would be certain or practically certain about choosing Delta the next time they choose an airline. And 25% said that choosing Delta would be very probable. Of those who viewed a photo of the mural, 12% said they would be practically certain about choosing Delta. And 23% said it would be very probable.

In addition, 38% of those who viewed the mural said that they have tried online dating at some point. 12% of those respondents said they would be practically certain about choosing Delta for their next flight. And 32% said it would be very probable. Those under 35 years of age were also a bit more likely to see an impact from the mural, though not a significant one.

Brand Attributes

The most common word that respondents associate with the Delta brand is reliable. Others also offered words like friendly, expensive, quality, trustworthy and established. Those who viewed a photo of the Delta mural were generally likely to offer those same attributes. So the mural didn’t seem to change many opinions in one way or the other.

Key Takeaways

The mural didn’t seem to make much of an impact on consumers’ potential travel habits. And even for online daters, the mural didn’t make much of an impact on consumers certainty of choosing Delta for upcoming flights, though it did make a positive impact for people at least considering Delta. Overall, this probably isn’t the format for the company to make a major advertising push. But it could be a fun way to simply get people to want to travel more often, which could lead to more business for Delta over time. And given the format, it’s likely not a big enough investment for it to really be a loss for Delta even if it only leads to a negligible impact.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Delta Airlines by Michael Seeley under CC BY-ND 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on June 21 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.