Delta wanted to develop a concept that better connects them to their communities through a values-led program that would drive meaningful impact and highlight key brand messages throughout the year.

Delta worked with partner teams and players to release a travel guide that let fans visit their favorite player’s favorite spots across the country. The campaign was designed to highlight businesses owned by diverse entrepreneurs, giving their business a lift and connecting fans with unique travel experiences.

Delta wanted to develop a concept that better connects them to their communities through a values-led program that would drive meaningful impact and highlight key brand messages throughout the year.

The campaign was designed to highlight businesses owned by diverse entrepreneurs, giving their businesses a lift and connecting fans with unique travel experiences.

The program features 10 of the biggest names across a variety of sports including Sue Bird, Jalen Brunson, CC Sabathia, and more. The website also highlights seven of Delta’s partner teams and a total of 125+ locally owned small businesses across seven key Delta markets. Each athlete selected their favorite local spots in both their home team’s market and an away market of importance to them. All content was deployed via athlete and Delta social channels through a robust media plan and lived on the

The campaign led Delta to seven markets around the country and featured more than 125 local businesses selected by athlete/team partners - then production days featuring the athletes visiting the businesses were coordinated. All videos were shot & edited on iPhone to create an organic feel that made viewers feel like they were riding along with our athletes to their favorite spots.

Content was released on a rolling basis, with launch dates selected based on relevant timing for certain athletes within their season. Each video along with an array of photos lived both on social (Instagram and TikTok) and a custom microsite.

The Home & Away website enables fans to search their favorite athlete/team spots in a variety of cities across the US. The individual pages showcase the businesses through imagery and player quotes, plus a map function that allows guests to directly reach out to any business of interest.

Our goal was to create social-first branded content that fans would actively enjoy consuming and engaging with across social channels. We measured our success in two key metrics: comment sentiment and engagement rates.

Across the board, our branded content received equal or higher engagement rates than the athlete’s non-branded content, with overwhelmingly positive sentiment reflected in comments.

Overall organic engagement rate was 4.1%, which is more than 200% higher than the industry standard, with 27 out of the 37 total athlete posts being higher than their overall in-feed average engagement rates. We feel that excellence is represented by campaigns that both serve the brand goal AND deliver insightful, entertaining content for fans to enjoy.

During a three-month launch period, Delta "Home & Away" was rolled out each of the 10 episodes, focused on each individual athlete. The campaign drew 44 million impressions and more than 20 million video views with nearly 700,000 engagements, which led to a 1.5% engagement rate. Impressively, among the 10 athletes that participated, nine of them had stronger engagement rates on their organic posts related to Home & Away than on their personal posts.

Additionally, the website drew more than 1,000 visitors a day during the three-month span with each visitor spending nearly 2:30 on average browsing the site. Furthermore, over 125 local businesses (95% of which are BIPOC or women-owned) were impacted by this program through Delta’s marketing.