Delta Air Lines has opened the SKY 360 'pop-up' lounge in Manhattan to convince New York premium customers---"those who fly often and often pay top price for tickets"---to choose Delta.
Pop-up marketing, also referred to as pop-up retail, pop-up stores, or simply pop-ups, are a blend of event marketing and retail. These temporary retail locations can be very simple or elaborate, and range in size from kiosks to multi-level stores.
SKY 360 is located in one of the priciest sections of Manhattan, at Sixth and 57th, around the corner from The Pierre hotel. The upscale lounge, decorated with white leather seating and cloud skylights, serves complimentary beverages and snacks to visitors, and offers samples of their new chef-inspired cuisine. Visitors can try the premium priced "lie-flat" seats to be offered on Delta transoceanic flights. The lounge also provides charging stations for iPods and phones, and computer stations for visitors to check email. In the evening, invited guests enjoy cocktails. Oh, and did we mention that you can also make registrations and purchase tickets?
SKY 360 appears to follow the successful formula of the Song Airlines pop-up that appeared in SoHo in 2003. Song, Delta's low fare entry in "Song in the City" was open Thursdays through Sundays for just 9 weeks and provided samples of Song's in-flight menu, sold travel gear and tickets, while Song partners, including Coca-Cola, gave away free goodies.
Open just until November 10th, the lounge has been featured on CNBC, Businessweek and local television shows according to the Atlanta Journal Constitution.
Source: "Delta Goes for the Gut: Good in Manhattan; Airline betting that high-brow grub will create loyalty"
In other news, Delta Air Lines announced positive financial results for the third quarter, including earnings of $220 million, o4 56 cents a share in the third quarter, significantly above the 41 cents per share that Wall Street analysts were expecting, according to Businessweek. But the same article noted that the airline industry is still plagued by competition oversaturation.
Photos: http://news.delta.com
Related Links
"Will Fly for Food; To whet passengers' appetites, airlines are improving the onboard fare" Businessweek, 10/8/07
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