Airline travel is down and airlines are struggling to get passengers on their planes. It's all about reducing costs and influencing preference.With business particularly down in New York, where winning just one share point can provide significant revenue, this key Delta market was chosen for a focused effort against frequent business travelers who represent the highest revenue yielding target. Delta determined they could influence preference and reduce operating costs by providing amenities to consumers through technology. On Delta.com, customers can print a boarding pass, check security wait times or change a seat assignment, all from the home or office.Delta's goal was to achieve more on-line check-ins in NY during Q4 and increase market preference.

Insight: Air Travel = waiting in lines. Business travellers HATE WAITING IN LINES. We focused our campaign on Frequent Business Travellers, identifying ways to show that Delta understood their frustration and was doing something about it. We chose media that would reach frequent business travellers while they were waiting in lines.

The Hate Lines? Campaign was a success:• Surpassed Q4 check-in goals by 50%• Within first six weeks of campaign launch, had as many on-line check-ins as during first nine months with non-advertised system availability• 33% of NY Business Travellers surveyed, said that the advertising would increase their likelihood to choose Delta• Total Delta preference in the market jumped 4%• Aided awareness jumped 25%