In-Depth
The Gatekeepers: Jake Abel
General manager, marketing communications and sponsorship, Delta Air Lines
The next generation of corporate travelers probably hasn’t identified the brand to which it will be most loyal, but that day is coming soon and Delta is making sure it’s positioned to capture as many of those travelers as possible.
Delta, through a relatively new portfolio of college sponsorships on a dozen campuses, is reaching next-gen flyers by going where they are now. The Atlanta-based airline launched its universities program last year with nine schools and it has added three more for this college football season.
Jake Abel, a former brand manager at Nestlé, was brought on by Delta two years ago to create a strategy for reaching the next-gen corporate traveler and he pointed the airline in the direction of a collegiate sports marketing plan.
“We’re focused on a long-term play, as it relates to the future business traveler,” Abel said. “Where we can stand apart on campus is by reaching them now, whether it’s for study abroad, spring break, visits home, holidays, and
they become familiar with our loyalty program.”
The activation comes in the standard forms of tailgating and signage, but Abel’s intent is to move deeper onto campus, into the business school or the office of student life, where he thinks Delta can make a deeper connection with students.
Already, Delta has created an internship program for a rising senior at each of the
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| Photo by: Delta Air Lines |
schools it sponsors. The interns spend the summer working in Delta’s marketing office and when they return to campus, they stay on the payroll as Delta’s on-campus ambassadors.
“All of the benefits that come with being a Delta employee during senior year? It’s got to be the best internship in the country,” Abel said.
■ A TREND HE’S WATCHING: “I think there’s a trend to move beyond impressions. Clearly, there’s an impact with associating your brand with another brand, team or school, but how do we make sure we’ve aligned the values and agreed on what’s motivating both organizations?”
■ WHAT PROPERTIES COULD DO BETTER: “We’re pushing the rights holders in the college space … to give us resources or connections, like student life or the business school. That’s new for them. We’re asking them, ‘Can we do a case competition in the business school. Can you get us a contact?’”
