Delta and Air France KLM boost business travel offering to take on rivals

Delta Airlines and joint venture partners Air France KLM are taking on British Airways with the launch of their first joint experiential marketing campaign at Heathrow Terminal 5.

Delta is looking to build on the recent upturn in business travel as the recession eases by boosting the on board facilities it offers to its transatlantic business passengers.

This includes new fully-flat beds, menus designed by celebrity chefs, award-winning wines and hundreds of hours of on-demand entertainment.

The two-week Delta and Air France KLM experiential campaign features a virtual flight experience to showcase Delta’s new flat bed seats as well as an interactive wall, developed to maximise engagement of passing business travellers.

Infra-red beams are broken as travellers walk past the wall which trigger imagery to promote key destination messages.

Travellers can further interact with the wall by touching the screen to play a game which highlights products available from the Delta and Air France KLM joint venture.

The campaign was developed by experiential marketing and events agency TRO Group.

The activity comes as competition among carriers for business travellers heats up.

Virgin Atlantic recently launched a global business travel campaign, American Airlines ran a Kevin Spacey-fronted ad to promote its Business Class offering and British Airways reported business travel was on the up.

Delta Airlines partnered with Air France, AeroMexico and Korean Air in 2000 to form SkyTeam, which is now the second largest airline alliance in the world and behind Star Alliance which comprises 28 member airlines.

Air France went on to merge with Dutch carrier KLM in 2004.

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