SXSW sponsorship.
RED VELVET worked with Delta and its partners for their first SXSW Sponsorship, aimed to establish Delta as not just a premium airline but a lifestyle brand. The Delta experience at SXSW 2024 demonstrated how the SkyMiles membership allows members to unlock a world of benefits.
Experience Design
Experience Production
Logistics & Permitting
Installation
Staffing
B2C Experience
50,000
estimated viewers who experienced the airport welcome at AUS gate 10
1,700
visits to the expedited badge pick-up at Austin Convention Center
4,500
visits at The Delta Lounge and The Speakeasy (at 100% capacity)
context.
Delta Air Lines is one of the most well-known brands in culture, and in 2024, the company invested in a huge presence at SXSW for the first time. This strategic sponsorship aimed to establish Delta as not just a premium airline but a lifestyle brand and that through a Delta SkyMiles membership, members unlock and have access to a world of benefits otherwise not possible. The Delta experience at SXSW 2024 was a living breathing demonstration of these.
the ask.
Delta set out to make an unforgettable debut as SXSW’s first official airline sponsor. The objective was to position Delta as a premium lifestyle brand and to demonstrate the exclusive value of SkyMiles membership through experiences that could only happen at SXSW. In partnership with Team Epiphany, RED VELVET was tasked with creating and producing an experience that redefined brand activations from an airport welcome to a premium lounge and a reservation-only speakeasy.
the process.
solution.
Delta’s SXSW 2024 presence was celebrated as best-in-class and set a new benchmark for experiential marketing. Festival-goers embraced every touchpoint, from the airport welcome to the premium Delta Lounge and the exclusive Speakeasy, both of which operated at capacity with overwhelming demand. SkyMiles members experienced firsthand the power of access, from expedited services to coveted, limited-edition gifts. RED VELVET delivered an activation that exceeded engagement goals and brought Delta’s promise to life. The debut not only strengthened Delta’s connection to culture but also cemented its positioning as both a premium airline and a lifestyle brand.
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