Strategic PR Amplification Meets Design Excellence
Delta Air lines’ CMX launch was a pivotal moment in aviation innovation. As Delta’s Brand Experience Studio, Three Sixty was tasked with managing the B2B announcement, targeting the leading design and aviation media titles. This meant amplifying the global consumer announcement and leveraging media visibility on the project with thought leadership. It was vital that NT adapted its approach to amplify Delta’s news to ensure they were able to secure some coverage without jeopardising its relationship with Delta.
With limitations on launch PR attribution, NewTerritory executed a smart amplification strategy:
- Curated content across NT’s owned channels
- Activated social media to echo Delta Air Lines’ announcement
- Sold in NT commentary and assets to key media contacts.
This approach ensured NT’s influence was felt across the industry, even without formal recognition.
Cabin Interiors Reimagined
NewTerritory’s design studio led the overhaul and transformation of Delta’s cabin interiors—debuting on the Boeing 757 and rolling out to the Airbus A350 in early 2025. The design philosophy blended hospitality with utility, creating a seamless, emotionally resonant experience:
- Mood lighting tailored to each flight phase, from warm boarding tones to sunset-inspired sleep settings
- Material innovation including breathable wool blends, engineered leather, and memory foam cushions across cabin tiers
- Brand storytelling through evolved motifs like the Infinite Grid and Celestial Sky, reflecting Delta’s global connectivity
- Colour palette refresh with softer, warmer tones and heritage accents to elevate the onboard ambiance
Luke Miles, NT’s founder, described the cabin interiors as “a seamless transition into the end-to-end journey”—a hospitality-first approach that redefines comfort in the sky.
Results That We Landed Globally
- 67+ pieces of digital coverage
- 93M potential reach
- Sector visibility: 41% business, 16% design, 32% consumer.
NewTerritory’s blend of strategic communications and visionary design positioned Delta Air Lines’ evolution as both newsworthy and unforgettable.
