"We — Delta's employees, customers, and community partners together form a force for positive local and global change, dedicated to bettering standards of living and the environment where we and our customers live and work."
“The spirit of giving embodied by Delta employee volunteers symbolizes the heart and soul of Delta people worldwide. It’s because of them that our company
is recognized as more than just an airline. We are a leader in corporate social responsibility.”
Scarlet Pressley-Brown
Director-External Affairs & Community Relations
and Delta’s Force for Global Good
"Delta is firmly committed to our environment, safety, and social responsibility. We demonstrate these commitments in hundreds of ways throughout the world
on a daily basis as we partner with our employees, vendors, customers, civic, and non-profit organizations to make a difference in the communities where we live and work. Many of our programs are award-winning and industry-leading. We don’t do them for the awards. We do them because they’re the right thing to do."
Richard H. Anderson
Chief Executive Officer
New uniforms designed by Richard Tyler
New slogan after Delta emerged from bankruptcy
OVERVIEW
Delta Airlines, established late 1929, is the world's largest airline in terms of passenger traffic and fleet size. It is a United States airline based in Atlanta, and flies to over 375 destinations in 88 countries across six continents, including North America, South America, Europe, Asia, Africa, the Middle East, the Caribbean, and Australia. As of 2009, Delta is the only major U.S. carrier that flies to Africa. The company employs 75,000 people, after offering voluntary severance payouts for up to 30,000 employees in 2008.
CULTURE
Delta identifies itself as a company that promotes arts and culture, as an active partner in supporting community organizations, museums, and exhibits. In 2010, Delta was the recipient of the Corporation of the Year Award from the Georgia Association of Museums and Galleries.
Delta is proud to embrace diverse people, thinking, and styles. In support of this goal, Delta is a proud sponsor of the United Negro College Fund, the Dr. Joseph Lowery Scholarship at Morehouse University, Pride celebrations in New York, Atlanta, and Minneapolis as well as many other causes.
In support of global wellness, Delta is a proud sponsor of the American Cancer Society, The Breast Cancer Research Foundation, St. Jude Children’s Hospital, the Children’s Miracle Network, the Carter Center, Habitat for Humanity, as well as many other causes.
DELTA'S SLOGANS
Speed, Comfort and Safety (1929)
Delta Air Lines—The Trans-Southern Route (1935)
Speed, Comfort and Convenience (1930s)
The Airline of the South (1940)
None Faster—None Finer—To and Through the South (1948)
Hospitality and Service from the Heart (late 1950s)
Delta—One of America's Pioneer Scheduled Airlines (1950s)
DELTA the airline with the BIG JETS (1959)
DELTA Best Thing That Ever Happened to Air Travel (ca. 1966-1968)
Delta Is Ready When You Are (1968-Dec 1984)
That's the Delta Spirit DELTA. The Airline Run by Professionals. (1970)
Delta Is My Airline (1974)
Airlines Are the Same; Only People Make the Difference (1980)
Delta Gets You There (1984-1987); other versions: Delta Will Get You There and Delta Gets You There with Care
Following the Delta and Western merger, a most successful marketing campaign was launched with slogans “We Love to Fly.” and “We Love to Fly and it Shows.” (Sep 1987)
Ready When You Are (ca. 1992)
You'll Love the Way We Fly (1994)
On Top of the World (1997)
Good goes around (Jan 2005)
1940: Airline of the South
1961: The Air Line with the Big Jets
In 1966, with the introduction of the first Series 61 DC-8, Delta adopted the slogan "Fly big to Florida... Fly Delta!". Bob Hope, known in ads as Bob "Super DC-8" Hope, was Delta's spokesperson at the time.
1968: Delta is ready when you are
1972: Fly the best with Delta
1976: Celebrate the Bicentennial with Delta
1980: Delta is the Best.
1984: Delta gets you there with care.
1986: The Official Airline of Walt Disney World
1987: The Best Get Better, reflective of the airline's merger with Western Airlines
1987: We Love To Fly, And It Shows
1989: The Official Airline of Disneyland and Walt Disney World
1991: Delta is your choice for flying
1994: You'll love the way we fly
1996: On top of the world. This slogan was launched at the 1996 Summer Olympics in Atlanta, for which Delta was the official airline.
2000: "Fly___", in which the blank was filled in according to the context of the slogan's usage. For example, on the airline's cocktail napkins, the slogan was "Fly 'refreshed'". For luggage tags, the slogan read "Fly 'for business'" or "Fly 'me home'".
Immediately after the 9/11 terrorist attacks, Delta adopted the slogan, "Delta remembers America".
In 2004, Delta adopted a marketing scheme using "Secret Places – ___", in which the blank was filled in according to the picture being used in the advertisement (and coinciding with a major Delta destination). Several examples of this marketing remain in place on jetways and in gate waiting areas in Atlanta, Cincinnati, and New York-JFK.
2005: Good Goes Around"[60]
2007: Delta Air Lines exited bankruptcy. To highlight changes, the airline chose "Change Is:__________" (in which the blank was filled according to the context of the slogan's usage) as its slogan. Other advertisements used the tagline "Change Is: Delta" in a play on the use of the Greek letter delta to denote the difference operator in mathematics.
2008: As part of the rebranding project a safety video featuring a flight attendant premiered on YouTube in early 2008 garnering over 1 million views and the attention of news outlets, specifically for the video's camp and cheeky tone mixed with the serious safety message. The flight attendant, Katherine Lee, has been dubbed "Deltalina" by the media for her resemblance of movie star Angelina Jolie.[61][62][63] Delta had considered several styles for its current safety video, including animation, before opting for a video presenting a flight attendant speaking to the audience. The video was filmed on a Boeing 757.[64]
After the merger with Northwest, both airlines adopted "One Great Airline" and "Together In Style".
ADVANTAGES
Delta started the industry's first comprehensive in-flight recycling program on July 1, 2007.
Delta awards the annual Delta Prize for Global Understanding in conjunction with the University of Georgia.[68] The award recognizes individuals or groups whose initiatives have helped promote world peace as well as globally significant efforts that provide opportunities for greater understanding among nations and cultures.
Delta is the winner of the 2009 Gay.com Travel Awards in the Favorite Airline category.[69] Competitors include: American Airlines, Virgin America, JetBlue, and Southwest Airlines.
In 2006, SkyMiles was picked as the "best frequent flyer program" in the Best in Business Travel Awards.
As the world’s largest airline, Delta realizes the responsibility it has as an industry leader to strive to conserve resources, support alternative fuels research, and engage our employees and customers through initiatives such as carbon offsetting and recycling. We continue to work aggressively to reduce emissions and become even better environmental stewards. In 2007, Delta became the first US airline to launch a carbon offset program.
IN FLIGHT RECYCLING
In 2009, Delta’s In-Flight Recycling program diverted over 2 million pounds (1,000 tons) of aluminum, mixed paper and plastic from domestic flights serving 29 cities.
Delta continues to recycle an average of 1 million individual aluminum cans each month.
In-Flight Recycling has fully funded the building of two Habitat for Humanity Homes (Atlanta in 2008 and Cincinnati in 2009) and will have a similar opportunity in 2010.
AIRCRAFT CARPET RECYCLING
Since program inception in 2007, Delta has diverted 221,000 pounds of worn aircraft carpet from Atlanta area landfills.
This is equivalent to 70,899 square yards or approximately 15 acres of land.
A key partner in conservation is The Nature Conservancy. Delta Air Lines has donated $1,000,000 over three years for use in one of the Conservancy’s first domestic land acquisition, reforestation, restoration and carbon monitoring projects.
KEYWORDS
global, expansive, leading
environmental
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