Delta at CES: The New Feel of Flight

Client: Delta Air Lines

Agency: Digitas

CES, the world’s largest stage for innovation, is known for big, splashy tech. Not airlines. But in January 2020, Delta became the FIRST airline to debut at CES, unveiling their vision for the future of travel—one that’s welcoming, calm and effortless. Delta opened CES with the Keynote address from CEO Ed Bastian. And in a warm 5,400 square foot haven, Delta surrounded CES attendees with serene skies, tactile materials and futuristic forms. The space was designed for interaction with the innovations and with people, inviting Delta’s guests to FEEL the future of travel. Delta’s presence was a notable contrast to what guests expect from CES, attracting press and visitors from across the globe.

inside, guests explored 4 industry-first innovations, guided by Delta employees. The most groundbreaking was the Parallel Reality Experience. This never-before-seen technology turns every airport screen into one that guides you, personally, through every step. And the first untethered, full-body exoskeleton stopped traffic around the experience, and guests could try it themselves–lifting 50 pounds with barely any effort.

The goal was to strengthen perception of Delta as an innovative company. Delta earned 6 best of show awards and significant, worldwide coverage for their vision and presence at CES.