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Delta: The Gift Back Project

project role

Customer Engagement / Brand Strategy / Awareness Campaign

With Riley, Delta was setting records for new cardmember acquisitions. This created a new challenge: keep those new cardmembers active and in the portfolio.

Rather than running the traditional promotional playbook, we crafted an approach that delivered great results and immeasurable good feelings. We called it the Gift Back Project: real stories of real people making a real big difference for their communities, and Delta helping them to do even more.

This is your airline speaking.

The campaign was promoted on every Delta flight—over 3,000 a day.

Rewarding sky-high selflessness.

A substantial increase in card spend plus a The program created an unparalleled relationship between customers and the credit card, giving them an opportunity to feel good beyond inherent program rewards.

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