Delta Vacations is leading a new initiative to change the face of travel marketing — literally.
Delta Vacations and Adobe have partnered to launch Faces of Travel, a campaign to make the images used in travel advertising and social media more inclusive of the diverse travelers that make up the brand’s customer base.
“Traditionally, when you look at travel photos, it doesn’t show a broad representation of all of our customers and our customer base,” said Delta Vacations President Kama Winters. “We’ve just launched a partnership that we’re really excited to leverage on behalf of our travel advisors.”
The initiative consists of a digital media library containing 100 images of different travelers enjoying their journeys in scenes around the world. The media library is free and available for use by the public and the travel industry — including other businesses — for social media, advertising and other types of content creation. It is currently available through Adobe Stock.
“It’s for anyone to use. Our competition can use it,” Canning said. “What we want to do is be a more diverse company, and we want to make sure we get that message out.”
The company is also working on another project aimed at inclusivity — making their vacation packages more accessible to customers who want to pay in installments.
Delta Vacations is partnering with financial company Affirm to give customers the ability to buy now and pay later. Affirm’s interest rate on monthly payments is usually much lower than the interest rate on a credit card.
“We think it will be a very good addition to Trip Advisor’s offerings,” Winters said. “It’s just another opportunity for advisors to close that sale or give that client a little more flexibility.”
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