Creative Director / Copywriter
Client
Delta
Year
2014
Role
Creative & copywriter
Agency
Wieden+Kennedy New York
Innovation Class
Every day, Delta’s planes fill with some of the smartest people in the world. Innovation Class put the next generation in the seat beside them.
Forbes
“This idea could change the entire travel dynamic of keeping to yourself”
CNBC
“Delta’s Innovation Class promises an interesting seatmate”
Fast Company
“Delta wants to put you on a flight with an inspirational business leader”
Ad Age
“Delta launches mile-high mentoring program”
Idea
Mentoring at 35,000 feet. Ryan Lewis flew to the Grammys. Sean Brock flew to the James Beard Awards. Pebble founder Eric Migicovsky flew to TED. Each took someone up-and-coming in their field along.
At deltainnovationclass.com, leaders volunteered as mentors, people nominated candidates and applied for the next flight. Each flight was filmed to sell the one after.
Outcome
Through Delta’s own channels and PR alone, thousands applied, and the programme kept flying for a year: Eric Migicovsky to TED, Sean Brock to the James Beard Awards, Gilt’s Alexandra Wilkis Wilson, Ryan Lewis to the Grammys. Forbes, CNBC, Fast Company, Ad Age, The Washington Post, Huffington Post, CBS This Morning.
Ryan Lewis to the Grammys
Chef Sean Brock to the James Beard Awards
Eric Migicovsky to TED
Introducing Delta Innovation Class, the launch film
Ryan Lewis to the Grammys
Chef Sean Brock to the James Beard Awards
Eric Migicovsky to TED
Credits
Production
m ss ng p eces