ATLANTA, April 17, 2007 – Delta TechOps is launching a new advertising campaign built around the theme “What it takes to fly.” The new ads will begin appearing broadly this week in trade publications distributed during the industry’s annual maintenance, repair and overhaul (MRO) trade show being hosted in Delta’s hometown of Atlanta.
“Delta TechOps has more than seven decades of experience in maintaining Delta’s worldwide fleet of aircraft,” said Tony Charaf, senior vice president of Delta TechOps. “Today we’re also providing maintenance and overhaul services to more than 100 customers around the world so we were looking for a campaign that leveraged our vast knowledge and expertise and did it in a very unique and compelling way. This campaign not only does that, it takes it a step further to capture the spirit and energy of our people which is what helps separate us from our competition.”
All of the advertising and marketing materials created under this new campaign are designed to take a fresh approach in this highly technical industry. The dominant image in TechOps’ campaign materials is a child, capturing the youngster’s sense of awe at the power of flight. Every child in the campaign is a child of a Delta TechOps professional.
“When you look through the types of advertisements that are predominant in our industry, you tend to see airplanes, airplanes and more airplanes,” continued Charaf. “Occasionally someone will switch things up and show a maintenance hangar or an engine. We think there’s real value in going totally outside the box. We do it in our business so it made sense to do it in our advertising, and to be able to involve our TechOps employees and their families makes it even more special to us and to our customers.”
The new campaign will ultimately be part of all Delta TechOps marketing materials and internal communication efforts. The campaign, produced by Van Winkle & Associates in Atlanta, will help define Delta TechOps’ position in the marketplace. During the last three years, Delta TechOps has grown its insourcing business by more than 30 percent year-over-year and is now the largest airline MRO in North America.
“This campaign is designed to remind people in our industry that the concept of flight is truly amazing. Our employees understand the magic and respect what it takes to maintain and keep an air fleet strong,” said Charaf. “More than anyone else, we know what it takes to fly.”
Delta TechOps is the largest airline MRO in North America, earning more than $312 million in revenue in 2006. In addition to providing maintenance and engineering support for Delta's fleet of 440 aircraft, Delta TechOps serves more than 100 aviation and airline customers from around the world. Delta TechOps employs more than 6,500 maintenance professionals and is one of the most experienced MRO providers in the world with more than seven decades of aviation expertise.
News media note: Images of ads available at news.delta.com