Delta Air Lines (NYSE: DAL) is bringing the big screen to Canary Wharf this week ahead of the start of its new services between London-Heathrow International Airport and Los Angeles International Airport on October 26, 2014.
As part of its “Hollywood. Without the drama advertising campaign”, Delta will be rolling out the red carpet to showcase its product and entertainment offerings at a specially-constructed pavilion at Jubilee Plaza, outside Canary Wharf Station, until Friday October 3. A giant screen, created by Emmy Award-winning production company Unit 9, will also highlight some of the 250 movies on-board Delta flights through a series of vignettes depicting popular film scenes. The promotion will be complemented by a radio campaign on Capital FM and Heart, as well as a branded Delta Hummer visiting London railway stations, drama schools and Heathrow Airport.
“London is a key market for Delta and activations such as this Hollywood theme help to bring to life the Delta flight experience and popular destinations we serve with both corporate and leisure travellers,” said Frank Jahangir, Delta’s VP of Sales, Europe, Middle East and Africa. “We have invested heavily in our on-board products, including our in-flight entertainment and fully flat-bed seats in the premium cabin. This promotion allows us to communicate these improvements in a fun and creative way.”
Visitors also have the chance to win a money-can’t-buy screen test with Dark Knight Rises casting director through a dedicated week long Selfie competition. Entry is easy – simply upload a photo or video taken at the Delta Pavilion to Twitter or Instagram using the hashtag #DeltaMovieStar. A number of fun props will be available to give Selfie enthusiasts the chance to deliver a more colourful and truly Oscar-winning performance.
Los Angeles will be Delta’s seventh nonstop destination from London to the U.S.. The airline also flies to; Atlanta, Boston, Detroit, Minneapolis-St Paul, New York-JFK and Seattle.