ATLANTA: Delta Air Lines has launched SiteSeer Travelcast, a series of free, downloadable travel shows that aim to connect with passengers and highlight the travel experience of the airline's employees.
At launch, the travel videos, located at www.delta.com/siteseer, featured seven cities, including New York; Seoul, South Korea; and Mumbai, India, as of press time. Delta planned to launch a total of 10 videos.
"At the new Delta, we're using this as a different way to speak with our customers and to engage them into the travel experience," said Andy McDill, GM of corporate communications.
Delta, which filed for bankruptcy 20 months ago, re-emerged from Chapter 11 protection at the beginning of May.
The company selected employees - mostly travel attendants, but also pilots and headquarters staff - to be "SiteSeers," based on peer recommendations or suggestions from the marketing communications department.
Among the tips proffered in the videos, SiteSeers reveal that in Brussels, Belgium, a market offers free wine samples on Wednesdays, and a New York Macy's gives tourists an 11% discount.
Delta worked with USA Today on an exclusive, scheduled to run last Friday, that featured an Orlando, FL-based flight attendant SiteSeer. Going forward, McDill said the company will try to position some of the employees for broadcast media spots.
Delta planned to announce the Web site and initiative to employees after the USA Today story ran, as well as send out a press release. It will embed clips of the videos in e-mails as a "teaser," McDill noted. The videos do not have an RSS feed, but users can sign up for e-mail updates. Delta will monitor page views and video downloads.
Mark Krolick, Delta worldwide marketing communications MD, said the SiteSeer series is going to be a launching platform for more interactive and customer engagement programs moving forward. The airline plans to build upon the video series with a contest within the SiteSeer brand.
The company worked with its online agency Modem Media on the SiteSeer campaign.
Additional reporting by Michael Bush.