Delta launches new advertising campaign in Japan

Delta Air Lines on Tuesday launched its new advertising campaign in Japan. The new tagline, Keep Climbing, represents Delta’s commitment to continually improve its international products and service.

“The new advertising campaign captures essence of Delta – a premium brand – that is striving to make the flying experience better for our customers,” said Vinay Dube, senior vice president – Asia Pacific. “Japan is the second market where we are launching this new global advertising campaign. It demonstrates how deeply Delta is committed to this market.”

The global advertising campaign first launched in New York City in the U.S. in September 2010 and will be rolled out around the world next year.

The first ad in Japan is being presented at Roppongi Hills Metro Hat until Jan 2, 2011. This will be followed by ads in newspapers, magazines, online media and out of home media, including train stations and billboards, from mid December to the end of February 2011. The Japan campaign will feature the launch of Delta’s new international service from Tokyo’s Haneda International Airport, scheduled to begin in February 2011; improved frequent flyer benefits of the Delta SkyMiles program; added nonstop destinations from Tokyo-Narita scheduled for 2010 and 2011, including Palau and Guangzhou, China (subject to government approval).

At Roppongi Hills Metro Hat space, a nearly full sized black and white Boeing 777-200LR aircraft image will be displayed on the exterior of the building. The interior illustrates the size and scope of Delta’s global network with an LED animation screen suspended under the ceiling. This will be the first time this method has been used in the space by any advertiser.

Delta is the No.1 U.S. airline operating in the Japan market. Delta operates nonstop flights from its Asian hub at the Tokyo-Narita Airport to nine U.S. mainland gateways, three beach resorts – Hawaii, Guam and Saipan – and nine destinations in Asia. Delta also operates daily flights from Osaka's Kansai International Airport and Nagoya's Centrair Airport. Delta will add new services between Nagoya and Honolulu and between Tokyo-Narita and the Pacific island of Palau, both effective in December and will launch services from Haneda to Detroit and Los Angeles in February 2011. Delta recently announced plans to add service between Narita and Guangzhou in April 2011, pending government approval, and to increase the number of flights between Narita and Manila during next summer’s peak travel season.

Delta also has announced it will invest $2 billion in new airport facilities, full-flat beds, enhanced personal in-seat entertainment and other amenities through 2013 as part of an effort to improve its global products and services. When complete, Delta will offer full flat-bed seats on more than 100 trans-oceanic aircraft, including all Boeing 777s, 767s and 747s, and will feature personal, in-seat entertainment for both BusinessElite and Economy class customers on all wide-body flights.

© Japan Today