To generate awareness and drive card acquisition, we built upon an insight from the customer experience: No sooner does she return from vacation and confronts the realities of daily life than she experiences 'post vacation craving' – the need to turn right around and go back on vacation. This simple, powerful truth is expressed as the promise of the Delta SkyMiles Card: ‘Your next vacation is closer than you think.’

Breakthrough. A 49% conversion rate and a cost per call that is on par with the previous Delta SkyMiles campaign which ran in a much stronger economy. Plus a nearly 25% shift in applications from the Basic card to the Gold card. This DRTV commercial is the second highest scoring Amex/Delta commercial since 1996 in terms of likeability, impact of opinion on Amex, intent to apply, and other qualitative measures.