We took something our target audience of young New Yorkers cared about—a better dating profile, and a better dating life—and used it to showcase the strength of Delta’s global network.
Working with Colossal Media, we turned a wall on Wythe Avenue in Williamsburg, Brooklyn into Instagram backdrop gold. The wall allowed passersby to snap that “rare” profile shot in front of the Eiffel Tower, London phone boxes or Dutch tulips.
The wall was inspired by some hard data about dating. Dating profiles with travel photos are more likely to attract potential mates. 62 percent of men and 74 percent of women want a partner who shares their travel interests, and 1 in 3 singles ranked travel as a top priority in 2017.
In total, nine destinations, from The United Kingdom, Italy, France, Russia, The Netherlands, Switzerland, Mexico, Hawaii, and California, were represented on the wall, providing maximum backdrop variety, while celebrating the fact that Delta flies to the most destinations of any airline from New York City.
We held a singles-centric event with a professional photographer to help love-seekers perfect their pics, which were posted on social (#DeltaDatingWall ) and on their dating profiles.