Delta Air Lines has long believed that travel connects people, inspires opportunity, and makes the world a smaller place. In their recent work, they shed light on how travel can actually land you a date too!
In June, Delta and Tinder teamed up to offer New York singles a unique international travel back-drop for a “jet-setter” dating profile picture. The partnership came to life after discovering more people swipe right on profiles with travel photos, and 1 in 3 singles rank travel as a top priority.
Rooted in Delta’s network claim of “the most flights out of New York,” illustrator Andrew Rae painted international destinations accessible through Delta out of NY. From snapping pics of the Eiffel Tower, London phone booths, Machu Picchu and more, consumers were then encouraged to use the pictures on their Tinder profiles.
By spotlighting nine of its 130+ global destinations worldwide from New York City, Delta found a way to communicate their network in a way that naturally infused their target’s interests: travel, dating and social currency. There was next-level engagement within the ‘singles’ target, which then organically expanded into couples, kids, and even dogs. People lined up to have photos taken in front of the life-sized travel scenes.
The #DeltaDatingWall exchange between brand and consumer was a mutual affinity - and the results prove it. The campaign garnered over 200 million earned media impressions, including coverage from an array of outlets such as The Wall Street Journal, Travel + Leisure, Mashable, Bustle, AdWeek, Metro New York and more! Additionally, it saw record-breaking engagement on Tinder — 2-3x higher than other culturally relevant brands — and 400,000 completed video views on Facebook, with users 8x more likely to watch the dating wall videos to completion compared to past Delta videos.
If they learned anything, it’s that dating and travel are two of the biggest pursuits for the target - and Delta is always there to enable their pursuit of opportunity.