Delta Air Lines

AI-Powered Personalization for Millions of SkyMiles Members

Challenge

Delta SkyMiles wanted to celebrate 2024 and inspire travel in 2025 for each and every one of its loyalty members. The goal was to create a truly personalized year-in-review campaign—one that was informative, surprising, and, most importantly… worthy of sharing.

Solution

We created SkyMiles Runway–a multi-channel campaign centered around a series of unique badges that each member could earn based on their unique travel history. For example, the “Basically a Bird” badge was awarded for most flights taken, “The Carousel King” badge for checking the most bags, and the “Plaid Castle” badge for visiting Edinburgh. Across Delta’s entire digital ecosystem and in airports around the U.S., we celebrated the year that was and inspired the year to come.

PROJECT
Campaign branding, Multi-channel marketing, CRM design, print collateral & merch/apparel design

ROLE
Design & Art Direction

COLLABORATION
Part of the Delta team at GALE Partners

Results

31 Million

Skymiles members

150+

Custom Badges

Pushing the boundaries of personalized storytelling

We analyzed massive amounts of data. In-flight data. Airport-specific data. Individual and collective member data. Then combined it with cultural and social insights to create badges worth sharing. Each member received a tailored badge, key achievement stats, airport fun facts and more. To inspire future travel, we identified the top destinations and leveraged search queries to promote relevant flight deals and travel recommendations.

Shared experiences around travel

Using data in interesting ways helped us tell lots of localized stories: for example, flyers from Boston watched the most action movies, and Virgos flew to the most beach destinations from LAX. SkyMiles Runway was about finding unique stories for each person, airport, and city.

A unique story for every runway

In airports across the country, we shared airport-specific trends and insights on billboards, Delta Sky Club signage, flight seatbacks and more.

SkyMiles Runway Merch

Our ‘Fly the Alphabet’ carry-on bags featured real airport codes that challenged members to collect them. We also created a custom, real-life badge for Miami Art week.

Sparking Shareability

For Delta’s social channels, we crafted content that highlighted fun, cultural badges inspired by relatable travel moments we all know and love.

A cultural moment

Members showed off the badges they earned everywhere, turning each one into a fun conversation starter. Members connected and swapped stories, bringing the community closer, one badge at a time.