Delta has put up a mural in Brooklyn’s Williamsburg neighborhood that features colorful illustrations of airport codes.
Created in partnership with Wieden + Kennedy New York, the wall replaces the airline’s ‘Delta Dating Wall,’ which earlier this summer featured pictures of popular destinations like the Eiffel Tower and one of London’s iconic red telephone booths. The purpose of the wall was to give singles a chance to snap shots of themselves in front of exotic locales in hopes of spicing up their Tinder profiles.
Both out-of-home efforts were created for Delta’s ‘New York Is Go’ campaign, which aims to drive home the fact that Delta flies to more locations than any other airline from New York City.
The latest wall - dubbed ‘Airport Codes’ - is filled with illustrations by artist Celyn Brazier. Each airport code on the wall features city-specific objects - for example, Philadelphia’s includes a giant cheesesteak and the Liberty Bell.
To bring the campaign to life on social media, the airline has created a scavenger hunt-like piece of content for Instagram. Since each design incorporates an element of the destination city, Delta is asking users on Instagram to try to find these hidden objects. Those who post their guesses in the comment section may win something.
On Facebook, Delta has created a shoppable post. Users who see the ad will be able to click on their desired destination and link directly to Delta’s booking page without leaving the app.
Aside from social media, Delta has also created an online store called Hometown Codes where people can purchase hats, t-shirts, mugs and other merchandise that have their airport code printed on it.
Check out the wall below: