Winter Olympics 2022

The 2022 Winter Games in Beijing marked Delta Air Lines’ first year of official Team USA sponsorship. Launching this 8-year Olympic partnership took over 15 world-class athletes, 5 spots, 4 shoots, 3 snowmobile rides up a mountain face, and more Covid nasal swabs then I know how to count. But the real pot of gold at the end of the rainbow is that I’m now a fan of curling, which is a very fun Olympic sport if you simply live to broom. (I do).

The TV campaign alone garnered 487 million impressions worldwide.

“WILL TO FLY”

“METTLE”

“IMMEASURABLE”

“THANK YOU GRAVITY”

“CARRY ON”

Agency: WKNY
Directors: Lance Acord (Will to Fly), Georgia Hudson (Mettle), A.G. Rojas (Immeasurable)
CDs: Sean McLaughlin, Michael Hagos
Copywriter: Allison Lackey
Art Director: Trinh Pham
Producer: Sam Pasquesi, Skyler Courter

But TV was just the beginning. This 360 Olympic launch continued online, in social, and in Delta terminals across America.

Because behind every Olympian is someone like Raj Misir, Barbara Bogner, and Allen Tran. The Team Behind Team USA. Specialists who make sure the world’s greatest athletes have the perfect ice, the perfect skate edge, and the perfectly balanced meal so that they can perform, well, perfectly. As part of that support team, Delta honored the team behind Team USA with commissioned portraits by artist Shyama Golden. The portrait exhibition was on view at 5 Delta Sky Clubs across America, shouted out on Late Night with Seth Meyers, and available for all to see at DeltaTeamPortaits.com. Overall, this work garnered over 100M impressions, from Atlanta to Los Angeles to Boston to Salt Lake City.

Here’s what the digital gallery looked like:

This launch was further amplified by an extensive PR push, tapping additional news outlets as well as showcasing our creative in high-impact digital placements and OOH boards in and outside the following airports: Hartsfield-Jackson Atlanta International Airport (ATL), Salt Lake City International Airport (SLC), Los Angeles International Airport (LAX), John F. Kennedy International Airport (JFK), and Seattle-Tacoma International Airport (SEA).