CHALLENGE
Delta SkyMiles® wanted to celebrate 2025 and inspire travel in 2026 for each and every one of its loyalty members. The goal was to create a truly personalized year-in-review campaign – one that was informative, surprising, and, most importantly, worthy of sharing.
Client: Delta airlines
Role: Concept development, CREATIVE DIRECTION, branding, CRM, MURAL DESIGN, AI photoshoot, MERCH DESIGN, storyboarding
Team: ADDIE BERGER SENIOR COPYWRITER, SPIKE MARTIN SENIOR MOTION DESIGNER, TOM MORDASKY STUDIO DESIGN DIRECTOR, JESSICA LEE CREATIVE DIRECTOR, JASON MCCANN MANAGING DIRECTOR, CREATIVE
SOLUTION
We created SkyMiles Runway – a multi-channel campaign centered around a series of unique badges that each member could earn based on their unique travel history. For example, the “Hundred Club” badge was awarded for those who checked into the Delta Sky Club 100 times, the “Carousel King” badge for checking the most bags, and the “I Came, I Saw, I Selfied” badge for visiting Rome. Across Delta’s entire digital ecosystem and in airports around the U.S., we celebrated the year that was and inspired the year to come.
CREATING BADGES WORTH SHARING
We analyzed massive amounts of data. In-flight data. Airport-specific data. Individual and collective member data. Then combined it with cultural and social insights. Each member received a tailored badge, key achievement stats, airport fun facts, and more. To inspire future travel, we identified members’ top destinations and leveraged search queries to promote relevant flight deals and travel recommendations.
HYPING UP THE LAUNCH
To build excitement among members ahead of the email drop, we designed and developed an interactive campaign website with real-time polls, exclusive merch, and more.
SHARED EXPERIENCES AROUND TRAVEL
Using aggregated data from the SkyMiles community and city-specific stats, we featured hyper-localized badges on interactive hand-painted murals in New York City and Los Angeles.
ROCKING THE RUNWAY
A limited-release Runway merch capsule was made for members on the move.
CONJURING TRAVEL MEMORIES THROUGH SCENT
To make the moment more immersive, we tapped into the insight that scent is a powerful trigger for memory. Using member data, we created 300+ bespoke, personalized candles inspired by members’ top vacation destination. So, with a single whiff, they were transported back, prompting them to start thinking about their next adventure.
TAPPING INTO CULTURE & TRAVEL TRENDS
For Delta’s social channels, we crafted content that spotlighted badges inspired by both cultural trends and the moments and emotions that define travel today.