The retirement of Delta’s iconic 747 aircraft called for the royal treatment and a newsworthy corporate event experience.
Forty-seven years after taking off for the first time, Delta’s iconic 747 was scheduled to embark on its final commercial flight. Delta came to BIW to turn its send-off into an experiential marketing event that could be enjoyed by five decades worth of employees, consumers and fans of this aircraft, affectionately known as the Queen of the Skies.
The goal was three-fold:
“We, Delta Air Lines, were retiring the most iconic airplane ever made – the 747. There is no other plane like it; there will never be another plane like it. And when we partnered with BI WORLDWIDE, they were like a one-stop shop – they did everything.” - Anthony Levo, Global Employee Engagement and Event Management at Delta Airlines
With just two months to plan and execute this experiential marketing event, BIW hit the ground running. Thus was born the farewell tour dubbed “All hail the Queen” that would treat the 747 as the rock star she was. It included:
To say that this tour grabbed the world’s attention is an understatement. The story was picked up and covered by Time, USA Today, the Los Angeles Times, NBC, Bloomberg, Event Marketer, Lonely Planet and local news media. Social media was flooded with photos from employees and consumers attending these events.
In the end, Delta received $900,000 in earned media, with 156 million brand impressions. And more importantly, the Queen of the skies was retired in royal fashion, giving everyone who loved her the chance to say farewell.
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