The "PR" Song and Dance
In the years before and after the 9/11 tragedy the airline companys were beginning to struggle, airlines had lost their majestic feeling. Many of the smaller companies went out of business after 9/11 and the larger ones lost millions of dollars. Delta has begun to overhaul their company and has begun a new project that they hope will reshape the industry. What they came up with was Song airlines; the question was how to present it in a fresh new way that would promote air travel.
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They needed someone who could shape a brand; they found what they needed in Andy Spade, a veteran, and co-creator of the Kate-Spade Company. He said that it was a neat new idea and he was happy to be the one to make it happen. They would really need to gain popularity quick in an industry as big as this; which is the true art of PR work. Finding out what you want to communicate and accomplish it.
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They decided that what they wanted to communicate was choice; no other companies they thought were offering a real sense of choice. You could create your own style when you fly with Song. You can choose your gourmet meal, you're in flight movie, what type of music you listen to, all from your seat. They wanted to bring air travel back to the way it was back in the 60's, something that was new and exciting. "Flight is and should be a very glamorous experience," Said Spade.
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One of the benefits of Song airlines is that they really had the power to build from the ground up, make it whatever they wanted it to be. It would have been hard for Delta to try to change their image because people already have their own prior feelings towards Delta. Song however was something that was purposefully not directly associated with Delta to allow it to not be framed with Delta's name.
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How do you reshape an industry and create a brand name that would be positively accepted? Spade says, "You can't say it; you have to demonstrate it." Their first television ads had no words, no promises, just beautiful images. The newest TV adds will be music video oriented; they feel that people are more inclined to pay attention to entertainment then normal advertisements. You may have seen such commercials from the Nike. More on Song advertising campaign.
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From reading "Trust Us We're Experts" I really found the third party technique interesting. There is no real third party technique for Song, they are simply trying to get the viewers attention, then come through on their promises. However you could argue that Song the airline is a third party for air travel or Delta in particular. They know they can't sell something new through Delta so they come up with Song to be something totally different and transmit their new ideas.
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It can be hard to advertise a feeling or the spirit of Song. Spade argues that you can't just come on television and say that we have spirit; it's something that has to be demonstrated. You have to show them something like fresh food, or private video screens, something that will make them say out loud, "Wow, that's great!"
Recently for breast cancer awareness month song painted all their planes pink in order to promote the Breast Cancer Research Foundation. Proceeds from special pink products will be going to the foundation to help find a cure for breast cancer. This is not only a good cause but great PR, showing people that you may be a small company but you still care; it makes a connection for people and will leave a good thought in their mind.
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Song has been growing by leaps and bounds, and on October 28th Delta converted 50 Delta aircraft into the Song fleet. This shows that there is more demand for Song among the public. This comes from the great PR work of Spade, and is a good example of how clean PR can really move a product if there is a demand for it.
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