33
ware fit for the skies
a printed cardboard insert as a functional place to house condiments and cutlery, yet provide Delta with an attractive, graphical way to communicate
directly
with its
the back.
The combined teams had significant complexities to address in designing a product for one of the world’s largest airlines with a far- flung route network. For instance, depending on the length of the flight and destination, ethnic variations and number of meal services were just two factors that had to be taken into account. In addition, the volumes associated with such
a massive product re-launch required flexible and reliable production and supply chain solutions. All of this was occurring at the same time that Delta was harmonising many other aspects of its operation with its merger partner. “This was an excellent example of how the
expertise of various gategroup brands can be brought together in collaboration with the customer’s team to achieve innovative and efficient ways to accomplish the airline’s goals,” said Lara Galiotta, gategroup’s Vice President of Marketing. Peter Wilander, Delta’s Managing Director On-
passengers and reinforce its
brand. The insert carries
dramatic photos of Delta destinations on the front and a sudoku game on
Board Service, said: “Following our merger with Northwest, we wanted to create a new contemporary look for our service ware that would distinguish Delta from more traditional international Economy class trays. We were looking for a design that was contemporary; that complemented our premium cabin Business Elite look; and was a versatile fit for our multiple galley types and menu concepts. The design process was a great collaboration between Delta Air Lines and gategroup. We are pleased with the outcome and excited to have the product launched.”
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