As grim predictions suggest that Delta Air Lines is likely to file for bankruptcy protection within weeks, the airline last week selected Ogilvy & Mather Worldwide to create a long-term advertising and branding campaign.
The company also named media agency company Group M/MindShare to aid in the development of the campaign as Delta transforms, Delta said.
The effort is part of a strategy set in motion earlier this year to reinvent itself and sustain growth. With the new campaign, the airline hopes to differentiates itself from competitors as well as promote its products and services.
The new effort debuts early next year.
Delta said last month that it would close its Dallas/Fort Worth hub and eliminate 3,600 jobs in that area. It plans to cut non-pilot employee pay by 10% and has struggled with the high costs of jet fuel.
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