As an international partner of the Masters Tournament, Delta Air Lines has launched its first international-only media platform, including advertising and social media, to support and build brand awareness of Delta outside of the United States while reinforcing the airline’s partnership with golf’s most renowned Tournament.
“Our partnership with the Masters Tournament provides a global platform from which to strengthen the Delta brand and drive awareness in our key international markets, while supporting one of the world’s most prestigious sporting events,” said Tim Mapes, Delta’s Senior Vice President and Chief Marketing Officer. “As we continue to grow our global network through joint ventures and emerging markets, the focused activity in the U.K, Mexico and South Korea, will help differentiate us and drive trial from new customers and golf enthusiasts.”
As the tournament approaches in early April, the marketing campaign is running in 11 countries, across broadcast TV, digital, out-of-home and social media channels, with concentrated investments in London, Mexico City and Seoul, reaching millions of people worldwide.
In London, the media investment is linked to a first-of-its-kind partnership with Sky Sports in the U.K., in which Delta and Sky are creating a broadcast series to run the week of the Masters, called “Stories from the Last Nine,” which will take an in-depth look at the last nine holes of Augusta National Golf Club, through the eyes of Masters champions Sir Nick Faldo, Phil Mickelson, Jack Nicklaus, Sergio Garcia, Jordan Spieth, and others who have earned the coveted Green Jacket.”
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In addition to the marketing activity in the U.K., Mexico and South Korea, the social campaign will also run in Japan, China, Australia, Canada, Brazil, Spain, and South Africa and with radio in the United States.
The 2018 Masters Tournament is scheduled for April 2-8.
