Challenge

Wait…Delta does vacations?

Delta Vacations should be the only way Delta SkyMiles members book a vacation. So why wasn’t it? Most SkyMiles members had no idea it existed. And if they did, the booking experience was confusing and hard to use. All this led to lagging vacation sales.

Approach

When everything’s easier, you can go harder.

The funny thing about high-value SkyMiles members is that they were already frequent flyers. We needed to prove to people who were already vacationing hard, that we could help them vacation even harder. Delta Vacations took the first step by completely reimagining their booking experience. The next step was getting those loyal SkyMilers to take notice.

Execution

Keep riding that vacation high.

We’ve all been there. That feeling when vacation ends and reality begins. And the more amazing the experience, the longer it takes to let it go. We leaned into that universal truth – using bold language, authentic visuals and inspiring sounds to convey what an unforgettable Delta Vacations trip feels like in the moment (and in your head once it's over).

“Vacation Harder” targeted SkyMiles members with a 360º campaign – hitting social feeds via Meta, TikTok and streaming audio – while capturing attention in busy terminals and at 30,000 feet on seatback screens.

Results

A campaign that worked harder.

By showing how we could maximize SkyMiles members’ experience from pre-vacation planning to post-vacation bliss, Delta Vacations took flight with their most successful campaign to date.