Delta SkyMiles American Express Card Case Study

The Challenge: The Travel Credit Card space is an extremely cluttered environment with flashy campaigns featuring Insta-worthy destinations, As the pandemic spurred a re-evaluation of life's priorities, consumers were traveling less extravagantly and rather, seeking out more meaningful and sustainable ways to connect with themselves and their loved ones. To win consumers over, we needed to combine compelling rational card benefits with an emotional connection to the brand.
The Solution: Rather than focusing on far-off destinations, we set our focus on far-off mindsets -- leveraging insights on why consumers travel, not just where they go. I led this complex campaign with senior stakeholders from both Delta Air Lines and American Express. I oversaw the development and execution of a fully integrated, multi-channel rollout, including national TV, high-impact airport OOH takeovers, and a social-first strategy designed to resonate with a more diverse, experience-driven traveler.
The Results:
- Record-Breaking Performance: Delivered the highest new card acquisition levels in the history of the Delta/Amex partnership.
- Demographic Transformation: Successfully shifted the cardmember base, achieving a double-digit increase in Millennial and Gen Z acquisitions.
- Commercial Impact: The campaign drove a +12% year-over-year increase in card spend, significantly outperforming category benchmarks.

The best way to travel is with the same guys you've known since 3rd grade

The only thing better than this trip, is the next one.

Live, laugh and eat everything

The creative team wrote this spot as an homage to my pencil collection