Advertising Out Of Home Creativity

Delta has fun with pilot alphabet in new out of home sweepstakes campaign


By Kyle O'Brien | Creative Works Editor

June 27, 2018 | 3 min read

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When pilots speak to the tower, they use a phonetic alphabet to more clearly spell out their intentions. Delta Air Lines is having some fun with that in a new out of home mural that urges New Yorkers to tell the company their favorite destinations.

Pilot Talk

Delta's Pilot Talk mural for its latest sweepstakes

Delta says that the airline flies to more places out of New York City than any other. To help get that message across, Delta Air Lines is taking over a Williamsburg, Brooklyn wall with an eye-catching out of home execution that gives participating passersby a chance to win a trip to any of the 132 destinations Delta flies to from NYC.

The airline teamed up with Australian designer Karan Singh to illustrate each of the 26 letters in the phonetic alphabet, which is commonly used by pilots (using words like Alpha, Bravo and Charlie for A, B and C) The artwork is tied to a sweepstakes, urging New Yorkers to spell their favorite destinations using the alphabet on the wall, posting the letters one-by-one to an Instagram carousel with #PilotTalkSweepstakes for a chance to win two roundtrip tickets to that destination. For the chance to win a trip to London, for example, one would post pictures of "Lima-Oscar-November-Delta-Oscar-November" or "Mike-India-Alpha" if Miami the desired destination.

Delta is also throwing an event on Saturday, June​ 30​ from 10 am to 8 pm ET at Kinfolk, a Williamsburg spot that is near the Pilot Talk Wall. Brunch goers will be treated to custom beer (Bravo-Echo-Echo-Rome) mugs and coffee cups, Sigmund's Pretzels, an old-fashioned taxi for Instagram posts and more all while being encouraged to view the wall and enter the sweepstakes while people wait for their tables.

The #PilotTalkSweepstakes, by Wieden+Kennedy New York, will run for five weeks, ending July 22. Delta will randomly select five winners, one each week, to take home a pair of roundtrip tickets. An accompanying video explains the sweepstakes.

See pictures of the mural and the video by clicking the Creative Works box below.

Delta Air Lines: #PilotTalkSweepstakes by Wieden+Kennedy New York

By Delta Air Lines

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Advertising Out Of Home Creativity

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