DIRECT MAIL SOCIAL INFOGRAPHIC CRMDelta Medallion Credentials
The challenge:
Every year Delta sends their most loyal flyers a direct mail package containing new member credentials that identify them as part of the elite Medallion program. But because many Medallions receive these every year, they’re desensitized to the package and just take out the “good stuff” (member card, luggage tag, drink coupons) and toss the package in the trash without reading it.
The solution:
We made the package more engaging so that members would not only pay attention to it, but feel appreciated for their loyalty, proud of their achievement, and part of a global tribe of elite flyers.
Addy Award Winner: Gold (Best Advertising Visuals), Silver (Integrated Campaign)
Illustrator: Leandro Castelao
Created at Digitas | Role: Art Director
Opening experience
Reformatting the package as a roll fold that revealed a new component on each panel compelled Medallions to interact with it in a new way to find the enclosures they’ve come to expect.
Bag tags are paired with a map showing Medallion locations
Drink tickets match with custom cocktail recipes
Outstanding member travel accomplishments are synced with a “Job Well Done” form to give to deserving Delta employees
Custom type & illustrations
Four beautiful, aviation-inspired keepsake infographics revealed fascinating data about a member’s Medallion level, and dimensionalized the miles they flew into other accomplishments and units of measure, like marathons and hikes up Mt. Everest. We also created a custom type lockup for each level.
Cocktail series
As a cheers to each unique tier, we created a series of custom cocktails that were served on-board and in SkyClubs across the country. To herald the new drink series to the rest of Delta’s customers around the world, we created four Vine videos—a first for Delta. Each whimsical video playfully personified the drink and created intrigue among Delta’s social followers.
SkyClub events
We launched the Medallion Cocktails through a nationwide happy hour on the same day at Delta Sky Clubs nationwide. Then, we invited Medallions to their local event so we could toast them with the complimentary drinks they’d inspired.
