As an International Partner of the Masters Tournament, Delta Air Lines is expanding its international media platform, including advertising and social media, to continue to build brand awareness of Delta outside of the United States.
Following the success of the 2018 campaign which generated millions of impressions worldwide with strong social media engagement, Delta is increasing the investment and focusing the marketing campaign through the theme of The World is Welcome. The TV spot campaign, called World Travels, is concentrated on the United Kingdom, Mexico and South Korea, with additional social media and digital campaigns running in China, Japan, Canada, Brazil, Australia, France and the Netherlands.
“Our partnership with Masters Tournament has successfully strengthened the Delta brand and driven awareness in our key international markets, and this year we are looking to build on that with The World is Welcome campaign,” said Tim Mapes, Delta’s Chief Marketing and Communications Officer. “As we continue to grow our global network, the focused activity in the U.K, Mexico and South Korea will help differentiate us and drive trial from new customers and golf enthusiasts.”
In the U.K., the media investment is again linked to a partnership with the local TV Channel Sky Sports, in which Delta and Sky are creating a broadcast series to run the week of The Masters, called “The Masters: Golf’s Global Major.” This is supported by professional golfer and Masters Champion Sergio Garcia becoming a global Delta Ambassador at Masters Tournament with involvement in the Sky Sports series.
“Competing in the Masters is the highlight of every Professional Golfer’s year. No other event on our schedule brings the world together like the Masters does, just as Delta brings its customers across the globe together,” said Sergio Garcia.