Delta Air Lines
Cultural Strategy
Delta Air Lines
Connect with Black Millennials and Gen Z to let their dreams take flight.
THE ASK
Identify how Delta can play a credible, additive role in Black culture by creating experiences that connect people to opportunity not just destinations.
THE CHALLENGE
Despite a strong affinity towards Delta amongst Black travelers, most younger consumers view Delta as a means of transportation from point A to B. Although Delta connects people to places, we want to showcase to our consumers that they are more than just an airline.
THE STRATEGY
This is How We Move
Position Delta as a connector of access, by earning cultural relevance by creating experiences that remove barriers, create opportunity, and support Black travelers in motion.
Why Delta Air Lines?
Headquartered in Atlanta, aka ‘The Black Mecca’, a city long recognized as a center of Black achievement across education, business, politics, media, and music, Delta Air Lines sits at the heart of how Black culture moves.
The ATL’s 404 is more than an area code. It’s a place people pass through, return to, and launch from. That position gives Delta a unique responsibility and opportunity to treat Black mobility not as a moment, but as an ongoing system designed with intention.
Delta’s Role in Culture:
Connector
Helps Black travelers get closer to opportunity by connecting them to communities, cities, countries, and events where culture and possibility come together.
Amplifier
Uses its platform to pass the mic to emerging voices, creatives, and culture, helping stories and opportunities travel further.
Steward
Shows up year after year, not just for the moment. Delta supports the same cultural spaces consistently so its presence feels reliable, not opportunistic.
The Target Audience
Black Young Millennials and Gen Z
In order to connect with the next generation of travelers on a deeper emotional level, we need to establish Delta’s presence beyond the travel space by meaningfully showing up within Black culture in a way that resonates but is also authentic to the Delta brand.
Why this Demographic:
Black Gen Z and Millennials are not a monolith, but they are united by shared expectations of the brands they support. They value creativity, belonging, and brands that show up with action, not just statements.
They expect representation that feels authentic and consistent, not just limited to Black History Month in February.
59%
93%
81%
$129.6B
more likely among Black travelers to travel to destinations and purchase from brands where they see themselves reflected.
of Black Gen Z say multicultural representation influences brand choice.
of Gen Z and 72% of Millennials say diverse consumers influence brand preferences.
U.S. Black leisure travelers spent in 2019 in a single year, highlighting the scale of opportunity within travel.
Sources: MMGY Global Insights Report 2020-2021 , Cracking the Code White Paper , 2023)
STRATEGY
This is How We Move
Position Delta as a connector of access, by earning cultural relevance by creating experiences that remove barriers, create opportunity, and support Black travelers in motion.
THIS IS HOW WE MOVE
To fully bring this cultural strategy to life, Delta Air Lines must show up through where and how it moves with Black travelers, ensuring every touchpoint reflects an understanding of how they travel before the trip, during the journey, and within culture.
These activations are not about visibility for its own sake. They exist to demonstrate Delta’s role as a connector of access, a supporter of opportunity, and a consistent presence in the spaces where Black travelers are already moving.
ROUTES THAT MOVE CULTURE
Connector
With Routes That Move Culture, Delta deepens its connection to the African market and the global Black diaspora by aligning its Africa routes with how culture is already moving.
Delta’s routes to Nigeria, Ghana, Senegal, and South Africa become more than destinations. They become access points to global Black culture and opportunity.
Activation: Delta will add global Black music into inflight entertainment on routes across the African diaspora. By curating Afrobeats and Amapiano music to where travelers are headed, Delta turns the flight itself into a point of cultural connection, allowing travelers to stay connected to the places they are going to.
From Afrobeats to Amapiano: Delta will feature artists like Burna Boy, WizKid, Tems, Tyla, Aya Nakamura and Ayra Starr to celebrate global Black culture and connect with Gen Z/Millennial travelers.
Pictured above: WizKid and Tems
PASS THE MIC
Amplifier
Pass the Mic comes to life at moments like Broccoli Con, the two-day conference ahead of Broccoli City Festival centered on music, entrepreneurship, wellness, and social impact.
Activation: Delta will support Broccoli Con by creating access to real opportunity through career conversations and pathways tied to aviation, corporate roles, inflight services, and technical careers.
Programs like Propel Flight Academy and Delta’s Aircraft Maintenance Apprenticeship are spotlighted as real entry points into the industry.
READY FOR TAKEOFF
Steward
For many Black travelers, the journey starts long before the airport. Prepping for the trip is just as important as the trip itself.
Ready for Takeoff recognizes pre-travel rituals as a real part of the travel experience. Hair appointments. Styling. Skincare. Packing. Getting ready to show up as your best self.
Delta will partner with trusted Black-owned brands like SheaMoisture and Topicals.
Activation: Delta introduces curated amenity kits on select routes featuring SheaMoisture and Topicals products travelers can use during the flight, throughout their trip, and on the journey back home. Travelers are encouraged to share their stories and experiences on social with the #Delta hashtag.
Pictured above: Topicals Detty December Ghana brand trip.
Pictured above: SheaMoisture “Shea-cation” Jamaica brand trip.
