Cause marketing at 30,000 feet

I've been traveling a lot lately for PRWeek business and so I've become somewhat of a connoisseur of airlines and their practices.

I've been traveling a lot lately for PRWeek business and so I've become somewhat of a connoisseur of airlines and their practices. As I've written before, I was very impressed with Virgin America and will likely fly it now whenever I can. But a recent trip showed me another side of an airline that I've flown for a while: Delta. Yesterday I flew to Columbus, OH to speak at the November luncheon for the Central Ohio chapter of the PRSA (more on that in another blog post). After I left there, I flew to Charlotte, NC via Atlanta to visit family in the area, and better yet to destress! On the flight from Atlanta, there were the normal announcements about beverages that were free and what had to be purchased. As we know, few airlines offer more than soft drinks and peanuts, literally. And Delta is no different, but what they are doing in honor of Breast Cancer Awareness Month caught my eye. In support of disease awareness, and specifically the Breast Cancer Research Foundation, it is offering pink lemonade and jelly beans for sale and then donating a portion of the proceeds. This is a brilliant idea. I think it's safe to say that 30,000 feet are a pretty captive audience, and allowing consumers to donate to a cause even as they're paying extra for something that once was free doesn't make them as resentful. Also, as we know from our annual Cause Survey with Barkley PR, consumers will then . Even though my recent experiences with Virgin America put them on my radar for whenever I can use them, Delta has now earned a spot in my good graces. And that's not an easy thing to achieve.

So, what do you think about this move? Does it help Delta stand out in the sea of pink this month or come off as a cheap ploy?

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