Delta is dusting off its bracket and heading to The Big Dance through a unique partnership with CBS during this year’s NCAA Division 1 Basketball Tournament.
In a customized series of video interviews titled “Guiding Greatness,” head coaches from six of Delta’s exclusive college and university partners – Duke University, University of Wisconsin, University of Notre Dame, Penn State University, University of Georgia and Georgia Institute of Technology – detail their intimate perspective on how they guide their teams to seize opportunity both on and off the court.
The focus on seizing opportunity ties into Delta’s brand purpose to enable the pursuit of opportunity and to shift the emphasis off of Delta and onto the customers’ journey, which is reflected in Delta’s Tell the World TV spot.
The videos are the latest in Delta’s strategy to connect with and recruit the next generation of Delta employees and high value customers. Last year, the airline signed exclusive agreements with nine universities across the country that go beyond traditional stadium signage to embed the airline and its employees in campus and alumni events, academics and career recruiting and counseling, all in an effort to become a lifelong travel partner to future customers.
Delta’s other partners include Indiana University, University of Michigan, Michigan State University, Ohio State University, University of Florida, Syracuse University, Boston College, University of North Carolina and University of Minnesota.
The program will run in pre-roll across all of CBS Sports properties – local and national – during the NCAA Division 1 Men’s Basketball Tournament and will launch on March 14, culminating after the Final Four on April 4. The content will also be added to Delta Studio in June.
Delta will also be hosting March Madness Alumni Watch Parties for some of partner alumni associations in Seattle, New York, Los Angeles and Atlanta throughout the First and Second Rounds of the tournament.