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Delta once again uses mobile marketing to actively engage business travelers

Digitas and Phonevalley promote Delta's international destinations on cell phones

Delta launches a new travel tips text messaging campaign

Digitas, a leading digital marketing and media agency, and Phonevalley, the world's leading mobile marketing agency, have renewed the mobile marketing campaign for Delta Air Lines, the worlds #1 airline, serving nearly 400 destinations spanning the globe.

The cell phone-based promotion was developed to promote Delta's international business routes and destinations and follows a first text messaging campaign launched in Q4 2008.

During the months of April and June, frequent travelers were presented with a visual list of Delta's many worldwide destinations and invited to text the name of select destinations (i.e. Tokyo) to a short code (44144). In return, they received a series of tips to improve business practices in the featured destination to help them know what to lend insight to business practices abroad. The final message of each set includes a link to the Delta mobile internet site. There the consumer may elect to research and manage flight options.

The first text messaging campaign ran in Q4 2008 and demonstrated consumers were not only responsive, but willing to engage multiple times in a session. The average consumer was likely to interact with the entire set of tips per location. To examine the level of consumer engagement, Delta focused on response measures and beyond. Response metrics such as frequency and completion rate enable a brand to quantify a mobile campaign ability to serve as a 1to1 marketing vehicle.

Alexandre Mars, Phonevalley CEO and Head of Mobile Publicis Groupe, adds: "We are enthusiastic to support Delta Air Lines in their promotional plan once again. Cell phones are very unique to marketers as they allow consumers to instantly react to an ad whilst on the move and to engage with their brand."