Concept ideation & Strategy
What is Delta F.A.M?
I dreamt up Delta F.A.M after reading this brief from Delta.
“Create a pitch deck that outlines where Delta needs to show up — the venues, the cultural events, and the experiences — in order to connect with Gen Z and young Millennials and demonstrate its commitment to not only being there but hearing you on matters of representation and inclusivity. We’re looking for fresh, new activation ideas within these spaces to engage with that crowd in a way that resonates with the young Black traveler.”
I took my own creative liberty with the project, this brief was my jumping off point. I focused on “connect[ing] with Gen Z and young Millennials and demonstrate [Delta’s] commitment to not only being there but hearing [them on] matters of representation and inclusivity.”
Delta F.A.M is a job program that will offer black travelers the chance to fly for free. This job will serve as the creation of a travel hub for black people. Participants of this program will be tasked with traveling around the world and documenting their experiences on Delta F.A.M’s blog, website, and social media accounts; the information they provide will answer the question of “do they like our kind”. From this, black travelers will turn to Delta for their needs.
Flying As Me
The beauty of this program is that it isn’t a handout, it’s a mutually beneficial program. Becoming a hub for black travelers, especially in this day and age not only aids Delta in their image and overall sales but it creates a tool that black travelers would appreciate.
How to get this program started?
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Go to low cost of entry black spaces like farmers markets. (Be apart of "the cookout".)
Offer up Delta's specialty drink "Take Biscoff with Delta" and pitch Delta F.A.M.
Have interest sheets, gauge interest, and get feedback...
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When choosing candidates for this program, it is best to holistically look at the applicants. At least one applicant from each Farmers Market should be chosen, that way the program seems attainable and it will remain relevant.
ex. "Susie from around the corner is doing that Delta F.A.M program"
If everyone has a Susie to talk about Delta will continue to stay relevant in each community.
The power of word + social media would be huge for Delta.
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Once participants have been chosen, they will have a list of places where they can go and from there the adventure is on. Participants must create content for the Delta F.A.M social media page as well as write blogs for the website. There will also be comprehensive surveys and reviews about the locations.
