Can a Major Airline Change It's Image?

With the holidays upon us, there is so much media attention on air travel. If it is not about the new TSA security screenings, then it is something to do with all of the crazy fees that airlines make you pay now a days.  I recently stumbled upon an article in Advertising Age that actually discussed an airline that is trying to reposition their brand. The article, Why'd You Pick That Airline to Fly on Thanksgiving? We Thought So discussed how Delta, since working with Wieden + Kennedy has changed their ways. Their campaign now focuses on acknowledging the truths that we all know and hate about flying.

Honestly, this tactic seems ineffective to me. The article mentions this and I completely agree, that almost every time people are searching for flights they are always focusing on prices and not paying as much attention to which airline they will be traveling on. Most people do not care if they are on American when they could have been on Delta, they will usually fly on the airline that offered the cheaper fair.

I think that although Delta may believe that they are doing something new and innovative by re-branding, I just do not believe that. I think that the only way an airline may be able to be able to set themselves apart in the industry lies in their level of service. But even this important aspect according to Ad Ages article is not even being considered as valuable anymore when it comes to a customer choosing an airline to fly with. In the end people will always be looking for a deal, unless we all win the lottery.