Delta’s Last Chance

Delta’s chief operating officer, James Whitehurst, has resigned today after being passed over for the top spot. The nation’s No. 3 carrier said last week that former Northwest Airlines Chief Executive Richard Anderson would get that honor effective September 1. We’re kind of fascinated by Delta as a brand. They are all over the place – half-assed executions of green programs and the horrible ad campaign by SS+K are two such examples. In SS+K’s slight defense, we also know that the top dawgs at Delta nixed what could of been the only stand out bit of that campaign, which was cart-based and very creative. There is even a consumer blog dedicated to bringing them down.

With a new CEO, maybe the airline will have a chance to turn its consumer perceptions around. BTW, a better PAY-TO-EAT menu via psuedo-celebrity chef Todd English isn’t going to do it. Take a hint from Virgin who not only has rocking planes, but understands who they are marketing to. Example: Attendees to the upcoming PSFK Conference in LA get 10% off their flight. Perfect partnership: Virgin + ad execs who love flying like rockstars = smart marketing. Or, go the other way and do it up like smart discount carrier Southwest.

Delta did start a blog a few days ago, which might be the first step in the right direction. We’re pulling for you guys.