CASE STUDY: EMERGENCY SUPPORT FOR DELTA IN THE WAKE OF 9-11

Client:

Assignment:

On Sept. 12, 2001 we received a call from Delta’s Director of Relationship Marketing, who needed immediate help in the aftermath of the September 11 tragedy. We quickly deployed six team members to Delta headquarters for the duration of the crisis. Our objective was to provide timely and relevant updates to all constituents as news updates became available. A second objective was to express our concern and offer Delta’s support to those partners and customers directly touched by the tragedy. We were the only agency partner available to Delta headquarters, since all other Delta agencies were based out of town.

Strategy/Implementation:

We utilized direct mail, outgoing e-mail messages and Delta’s Web site to communicate to customers in the quickest and most comprehensive manner. Messages from senior executives, operational updates and FAQs were placed on the company Web site and distributed through e-mails. We wrote letters of concern to major customers and partners and e-mail messages to customers impacted in departure and arrival cities for the hijacked United and American airplanes. In addition, we created a frequent flyer miles donation program benefiting Red Cross.

Results:

We know from customer feedback that our messages were heard and greatly appreciated. Delta was recognized by InsideFlyer’s Freddie Awards for extraordinary communications following the September 11 crisis. The situation had us working side by side with our client and gave us incredible experience with a complicated crisis during this unprecedented period of strain and sadness in the airline industry.