Delta Air Lines introduced a new brand platform to reposition the airline for its new female target- the value seeker. The new delta.com site received a visually-arresting make-over, with the focus on the traveller’s ultimate destination. It communicates that the experience on delta.com is merely the first step in “escaping” from the ordinary. The “destination” refreshes monthly, and may be somewhat uncommon, speaking to the aspirations of those who want to be someplace “different.” Each featured destination is not only a location where Delta flies, but also strategically relevant…whether a new route, a seasonally relevant route, or a competitive route.