Delta dropped Conference Cabins into the middle of New York because business pros just can’t find a room sometimes (creative strategy)
One of my final BuzzFeed projects, I helped drive the creative strategy that led to the creation of the Conference Cabins.
The brief: Prove to young professionals and entrepreneurs that Delta takes business comfort seriously.
The problem: Flights are often seen as Point A to Point B. Delta wanted to attract those who want more from an airline, and create lifelong customers. Also, there seems to be a lack of conference rooms literally everywhere!
The strategy: The power of proof led us to center on an IRL activation, as we were confident that the product would deliver on its promise. We chose spots in NYC where young professionals spend their time during work hours and put our efforts into figuring out how to create an upscale experience in the middle of a busy city.
The execution: Conference Cabins were created, utilizing Delta’s real lounge furniture and Comfort+ flight seats. Passers-by could hop into the cabins to take a conference call, have a quiet chat away from the city hustle, or just stop in to take a breather. Refreshments complimentary!
The result: The cabins were sleek, inviting and quiet, and we were able to keep them busy throughout the day, with over 1,000 guests served through the registration site and foot traffic. The cabins were named one of the “10 Best Ideas of the Week” by BizBash and NY Business Journal.
