WE MAKE BRANDS SING/DELTA BEHIND THE CLIMB
Delta is the official airline of the Grammys. We renegotiated the partnership to designate Delta as the “Official Supporter of First Time Nominees” and looked for ways to connect younger flyers to these emerging artists.
Delta’s “Behind the Climb” campaign focuses on what it takes to fly and gives consumers an insider’s perspective on Delta’s business, pilots and personnel. Tying into that theme, we created an original digital-content series called “Behind the Climb,” which connected audiences to first-time nominees’ personal journeys.
Rogers & Cowan
Rogers & Cowan then distributed the custom content, which gave candid peeks into the artists’ journeys, across digital and social platforms. This intimate look at celebrity-in-the-making garnered more than 5 million views in just seven days.
Additionally, the success of the “Behind The Climb” series led to another round of the program in early 2018, featuring artists Julia Michaels, Portugal. The Man, Jazzmeia Horn and Brent Cobb.