The Delta Summer Wall

THE DELTA SUMMER WALL

Last year we profled the Delta Dating Wall. This was a campaign launched in cooperation with dating social network Tinder, where people could take their photos in front of Delta destinations such as London, Paris, Los Angeles or Moscow.

The thinking (backed up by a survey) was that showing you are a world traveller will make you more attractive to a potential partner.

This has now been followed up by an Instagram-worthy “selfe wall”, which is once again situated in the Williamsburg, Brooklyn area of New York.

In a campaign developed by ad agency W&K, the wall features the “pilot alphabet” - e.g “Mike”, “India”, “Golf”, “Hotel”, “Tango” etc. - in a mural created by Amsterdam-based Australian artist Karan Singh.

According to Delta, “the eye-catching execution is designed to remind passersby that Delta fies to more places out of New York City than any other carrier.”

The 2018 Brooklyn, NYC mural is tied to a contest encouraging customers to spell out their dream destinations using the alphabet, posting images of the letters one-by-one to an Instagram carousel with the hashtag #PilotTalkSweepstakes for a chance to win two roundtrip tickets to that destination.

Meanwhile a launch party was held on the 30th at local hipster hangout Kinfolk, where custom beer mugs and coffee cups with the Karan Singh designed letters were distributed.

In the five days (at time of writing) since the mural was launched, there have been 323 tagged photos on Instagram. Of course, the number of people who can take part in the competition are limited as you physically have to be there. But with Williamsburg / Brooklyn being a millennial and social media friendly district, we spotted a few “influencers” taking part.

At frst we wondered whether the competition might be too complicated. After all, you have to do more than just take a photo in front of the wall, you have to spell out the destination letters in a carousel post.

However, a lot of people seem to have got the idea, spelling out KEF (for Kefavik, Iceland), CPT (Cape Town) and CPH (Copenhagen) among others.

The campaign runs until 22 July, after which Delta will choose fve winners.