Overview

With air transportation serving 234 domestic cities, Delta wanted to inform Atlantans about the large number of daily round-trip fares from Atlanta to New York City, Dallas, Boston, and Washington DC. According to the Travel Industry Association of America's profile of the 2001 U.S. domestic traveler, the mean annual household income is $68,800 (http://www.tia.org/travel/demog.asp); this number is even higher for the frequent flying business traveler. Therefore, it was imperative for Delta's advertising message to reach high-income consumers throughout the city.

Unlike traditional forms of outdoor media, Prime Point Media's targeted payphone kiosk program allows the client to directly reach their intended consumer. Highlighting zip codes with average annual household incomes up to $266,000, Prime Point Media's "V of Affluence" has the ability to directly zero in on the neighborhoods where the affluent consumer resides.

Typically, outdoor media is hard to find and buy in these higher-income areas, as it becomes limited in supply due to zoning restrictions. Prime Point Media enabled the Delta to pinpoint their message in the heart of where the upscale consumer lives at a wide range of visible and relevant locations, all while maintaining an affordable price level.

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