Every year, Delta sends their most loyal flyers a tried-and-true (and truly uninspiring) direct mail package letting them know they've earned Medallion status. This year, we wanted to mix it up.

How do you get this busy audience to pay attention to a DM and actually feel appreciated by the brand they spent so much time and money with?

First, we completely reformatted the piece, so members had to interact with it in a new way even if they'd received it for years. Then, we stripped out the information we knew they didn't care about, and instead, worked with an illustrator to visualize their accomplishment of flying as many as 125,000 miles. When you applaud someone for flying the equivalent of 13,000 Mt. Everests, it makes them realize what an accomplishment it is.

Vine & Cocktail Series

Our recognition went beyond the mailbox, too. The campaign featured Delta's first-ever Vine videos, Medallion member happy hours at Delta Sky Clubs nationwide, and another first for Delta: the in-flight Medallion Cocktail series (four drinks inspired by each level) that was available on all Delta flights worldwide during 2014—a major operational success involving the coordination of multiple business divisions.

Awards: 

2015 Gold ADDY - Elements of Advertising (Illustration)

2015 Silver ADDY - Integrated Campaign

2015 Bronze ADDY - Direct Mail Campaign