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The summer travel frenzy continues: Delta posted record growth during Q2.<\/p>\n
Last quarter, the airline experienced 19% revenue growth year over year, earning a record $14.6 billion. Its net income rose to nearly $1.83 billion, more than doubling the\u00a0 $735 million it made during the same period last year.<\/p>\n
Its growth follows similarly strong Q1 earnings, during which the airline reported experiencing high demand for summer travel and predicted revenue would increase 15% to 20% year over year. \u201cConsumer demand for air travel remains robust,\u201d CEO Ed Bastian said in a press release.<\/p>\n
The airline made some marketing leadership changes during the quarter: In April, it announced a new CMO, Alicia Tillman, who previously helmed marketing efforts at software company SAP and financial tech firm Capitolis.<\/p>\n
Last month, Delta SVP and chief communications officer Tim Mapes, who previously served as CMO, spoke with CNBC at Cannes Lions about the company\u2019s marketing efforts. He said the airline\u2019s spend is \u201cincredibly robust\u201d right now.<\/p>\n
When asked which types of new advertising channels and formats are most appealing to Delta, he mentioned short-form videos. \u201cThey\u2019re consumable, they\u2019re mobile, they\u2019re easy,\u201d Mapes said, though he noted that the \u201cbulk\u201d of much of the airline\u2019s marketing right now involves communicating with its customers directly via channels like email or text messaging.<\/p>\n
The airline has also invested in some major campaigns this year. Its agency of record, Wieden+Kennedy, debuted a campaign in February called \u201cGrow Your World,\u201d the airline\u2019s first paid media campaign focused on SkyMiles. It included a 30-second spot narrated by Viola Davis and featuring a couple accumulating SkyMiles points to travel the world. It also inked a partnership with Starbucks last fall that lets customers earn SkyMiles points through purchases at the coffee chain.<\/p>\n
Outside of its SkyMiles marketing, Delta has released ad campaigns that more broadly encourage viewers to travel. It rolled out an ad in March called \u201cKaleidoscope,\u201d also narrated by Davis, that shows colorful scenes in different global destinations. Other marketing efforts included a June partnership with NBCU and the Olympics to fly in Team USA contestants to compete in Top Chef.<\/em> Delta will also be Team USA\u2019s official airline for the upcoming Olympic games in Paris, Milan, and Los Angeles.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. The summer travel frenzy continues: Delta posted record growth during Q2. Last quarter, the airline experienced 19% revenue growth year over year, earning a record $14.6 […]<\/p>\n","protected":false},"author":1,"featured_media":5172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-5171","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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