New social media campaign with Partners + Napier flips “National Plan for Vacation Day” on its head, since Delta Vacations takes care of all the planning.
Delta Vacations, a Delta Air Lines company, is encouraging travelers to skip planning their vacations on “National Plan for Vacation Day,” a holiday created by the U.S. Travel Association to encourage Americans to take a day at the beginning of the year to plan their vacations for the rest of the year. Rather than spending the entire day researching, booking, and organizing tedious itineraries, Delta Vacations is telling travelers to make the day “National Don’t Plan for Vacation Day,” and leave all of the planning to them.
“Planning a vacation is exciting, but it is also stressful,” said Brian Canning, Chief Marketing, Product and Customer Experience Officer at Delta Vacations. “That’s why we’re asking people to instead celebrate “National Don’t Plan for Vacation Day,” and let us help you make those tough decisions on where to go and how to stay. All-in-one vacation experiences are what we do so let us do the planning for you!”
While many travel companies jump onto “National Plan for Vacation Day” as a timely way to promote bookings, Delta Vacations is reversing the holiday and telling its audience to not bother planning a vacation because they’ll do it for you. The social media campaign is taking over the Delta Vacations accounts with interactive ways to underscore their tongue-in-cheek call-to-inaction. The campaign comes to life with word search puzzles, “let your phone finish it for you” tweets, and sample vacation itineraries with curated activities designed to inspire travelers to let Delta Vacations make their vacation happen.
“I love this campaign because it’s a reminder that vacations should be fun, not work,” adds Rob Kottkamp, Chief Creative Officer of Partners + Napier. “It’s a simple idea, but our hope is that more people will actually be able to get into vacation mode faster, by allowing Delta Vacations to handle the stress of the planning part.”
Agency Credits
CREATIVE DIRECTOR: Gretchen Bye
COPYWRITER: Isabel Drukker
UX DESIGNER: Phil DeCicca
ACCOUNT SUPERVISOR: Traci Spaull
ASSISTANT ACCOUNT EXECUTIVE: Rachel Rockwell
DIRECTOR OF RESOURCE & PROJECT MANAGEMENT: Melissa Smith
SENIOR PROJECT MANAGER: Lauren Cole
ASSOCIATE PROJECT MANAGER: Daniela Mercado
EXECUTIVE PRODUCER: Danene DiCicco
MOTION GRAPHIC DESIGNER: Michael Hernandez
ASSISTANT PRODUCER: Carli Moore
CHIEF CREATIVE OFFICER: Rob Kottkamp
About Delta Vacations
With more than 50 years in business, Delta Vacations — a Delta Air Lines company — is one of the largest vacation providers in the U.S. offering elevated, all-in-one, customized and flexible vacation experiences designed for SkyMiles®️ Members. With Delta Vacations, SkyMiles Members and Travel Advisors can choose memorable getaways that feature Delta’s notable flight service to more than 330 destinations in 67 countries worldwide, combined with expertly curated hotels and activities, to truly Go Beyond the Flight. Delta Vacations has earned numerous industry awards including Travel Weekly Readers Choice Awards and the Stevie Awards for Sales and Customer Service. Customers can find more information about vacation offerings at delta.com/vacations, or by calling 1-800-800-1504. You can follow Delta Vacations on social media @deltavacations.
About Partners + Napier
Partners + Napier (partnersandnapier.com) is an integrated creative and media company that helps brands leave a mark on people, business, and culture. Ranked one of the Most Effective Agencies in North America by Effie Worldwide, the agency specializes in health and wellness, CPG food and beverage, restaurant, beverage alcohol, and B2B enterprise services spaces, proudly serving clients like Constellation Brands, MDLIVE, Highmark Health, Wegmans, Delta Vacations, Bausch + Lomb, Smashburger, and Conduent. The agency is a part of Project Worldwide, an independent global network of wholly owned agencies.
