As Delta Air Lines set out to unveil a multi-million dollar investment in Seattle as its new global hub for nonstop flights to Asia and other territories, the carrier was seeking an equally global music artist to help spread the word. Enter Michael Buble, who will bring his To Be Loved Tour to Seattle's Key Arena on Nov. 15, accompanied by an exclusive VIP reception prior to the show for 100 Delta customers, a special meet-and-greet for 20 guests, and premium ticketing and seats for guests at the show (dubbed The Delta Zone.)
"We wanted to continue making our presence known in the Seattle market, and Michael Bublé couldn't be a more perfect person for us to align ourselves with," says Jarad Fisher, director of Delta's SkyMiles Program. "Not only does he have this world tour, but across the world he's set himself apart as an entertainer. We are constantly enhancing our product and offers for customers. As our ad campaign out now with Donald Sutherland shows, we want to do an even better job in bridging the generation gap and showing that we are a sophisticated airline that can still be fun. Michael brings the right kind of energy to that."
The Q&A with Buble at Key Arena will be moderated by Billboard editorial director Bill Werde. Keepsakes from the event will include custom laminates, premium tickets and an autographed copy of Buble's current album, "To Be Loved," which became Buble's fourth No. 1 on the Billboard 200 earlier this year. Additionally, Buble will program custom playlists for Delta's in-flight entertainment for the month of March 2014 and be featured in exclusive concert footage that will also air on the in-flight TV network. Highlights from the event will be featured in the March 2014 issue of Delta's Sky Magazine. All properties are under Delta's newly formed Sky Media division.
MAC Presents brokered the deal on behalf of Delta, in partnership with Warner Bros./Reprise Records on behalf of Buble. The airline is a primary sponsor of the Grammys, and hosted an exclusive concert with fun. during Grammy Week for American Express card-members prior to this past year's ceremony. In May, Delta held a pop-up store in New York's SoHo neighborhood to promote its new terminal at JFK Airport, featuring a private concert from Ed Sheeran. And in March, the company debuted its new joint rewards partnership with Starwood Hotels' Preferred Guest Program with an exclusive concert from One Republic in New York.
Fisher says the "skies are limitless" when it comes to Delta's other opportunities in music, "ranging from being able to purchase music with SkyMiles [frequent flier miles] or being able to listen to music in advance. It's about, 'How do we become a part of our customers' everyday lives when they're not flying with us, bring them back to Delta, and connect them with artists they want to go see.' A lot of fans are actually flying to go see them at these venues, so how can we partner with those, too."