At the beginning of 2022, resilience had renewed relevance. The world was

facing uncertainty. Lives had been completely disrupted: for travelers, for

Olympic athletes, and even for airlines.

So to unveil Delta’s new partnership with Team USA, we tapped into what brings

the Delta brand and Team USA together: stories of resilience.

No matter who you are, the destination is rarely as meaningful as the journey.

Even if you’re an Olympian. As the official airline of Team USA, the journey is

where Delta’s inspiration began. Our campaign told universal human stories of

resilience, triumph, and optimism. Journeys across the world and within the

self. Journeys that transcended travel and sports, digging into the intangible

spirit that soars through us all, Olympians and average Joes alike. Because

medals aren’t what make us strong—our mettle is.

Smooth sailing makes for lousy stories. For us. For Olympians. Any great story

hinges on one great force: resiliency. It’s not just battling the monster that

counts, but deciding to go up against it in the first place. Setbacks will happen.

It’s how we deal with them that matters.

So we strategically brought our stories to life through this prism of resilience

and the will to keep climbing, even when the journey gets tough. Because it’s

in the climb that we grow stronger. And the journey is the thing that matters.

This Olympic campaign had an expansive launch moment, centered on a live

television launch during the Opening Ceremony in Beijing on February 4,

2022.

This launch was further amplified by an extensive PR push, tapping additional

news outlets, in addition to showcasing our creative in high-impact digital

placements and OOH boards in and outside airports.

The OOH campaign that supported the television push first launched on

January 24, 2022. The work was viewable in and outside the following airports:

Hartsfield-Jackson Atlanta International Airport (ATL), Salt Lake City

International Airport (SLC), Los Angeles International Airport (LAX), John F.

Kennedy International Airport (JFK), and Seattle-Tacoma International Airport

(SEA). It was also globally viewable on DeltaTeamPortraits.com.

Our television presence for our Will To Fly appeared across national and local

markets. The 3 key moments (Late Night with Seth Meyers to preempt the

games; Opening Ceremony against national program, then local

programming) garnered over 30MM impressions. When it came to local and

regional markets, we were able to tap into NYC, LA, Boston, Atlanta, Salt Lake

City, and Seattle to cement our partnership’s place on a global stage within

local media moments.