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Delta and its co-brand partner, American Express, launched The Gift Back Project, a program that allows customers to nominate individuals in their lives who they feel deserve to be “gifted back” for their selfless efforts to continuously serve others. Delta and American Express then make that gift a reality.

While the airline is no stranger to efforts to support and perform acts of charitable service around the globe, Delta’s co-branded effort targets current and new Delta SkyMiles Credit Card members in a thoughtful, reliable and innovative way, primarily through on-board video content and social media sharing.

“We are dedicated to creating innovative ways to engage customers with the Delta SkyMiles Credit Card,” said Ed Smith, Managing Director–SkyMiles U.S. Partnerships. “And the Gift Back Project allows us to significantly extend our interactions with customers on a different level.”

The on-board in-flight video features The Gift Back Project’s first selectee, Karin Newport, an American Red Cross volunteer, military wife and mother of four from Fort Benning, Ga., whose youngest child has Down syndrome. Her gift on behalf of the card was an all-expense paid trip to Portland, Ore., to see her family, whom she is rarely able to visit.

The Gift Back Project continues through June 8. Delta will select two winners to be featured, based on the nominations submitted.