CHALLENGE
Delta SkyMiles wanted to celebrate 2024 and inspire travel in 2025 for each and every one of its loyalty members. The goal was to create a truly personalized year-in-review campaign—one that was informative, surprising, and, most importantly... worthy of sharing.
SOLUTION
SkyMiles Runway–a multi-channel campaign centered around a series of unique badges that each member could earn based on their travel history. For example, the Carousel Crown badge for checking the most bags, and the Plaid Castle (Kilty Pleasures for Gen-Z) badge for visiting Edinburgh. Across Delta’s entire digital ecosystem and in airports around the U.S., we celebrated the year that was and inspired the year to come.
Skymiles Runway
bADGES
OOH
Seatback
merch
Our 'Fly the Alphabet' carry-on bags featured real airport codes that challenged members to collect them.
social
a CULTURAL MOMENT
Members showed off the badges they earned everywhere, turning each one into a fun conversation starter. Members connected and swapped stories, bringing the community closer, one badge at a time.
Client: Delta SkyMiles
Agency: GALE Partners
Creative Leas: Jason McCann
Creative Director: Jessica Lee
Senior Copywriter: Addie Berger
Senior Art Directors: Kelsey Grupp, Janelle Lamothe, Peter Kosciolek