Agency Work

Delta Vacations’ “Vacation Math” Adds Up to More Opportunities to “Go Beyond the Flight”

July 11, 2024

Homage to “Girl Math” TikTok Trend Helps Travelers Effortlessly Track and Amass Delta SkyMiles^® and Delta Medallion^® Status

As the “girl math” trend spawned nearly 214 million TikTok uploads explaining why “if you buy something on sale, you’re really making a profit” and “anything under $5 is free” – with spinoffs from boy math to dog math and dessert math picking up speed in its wake – Delta Vacations, a Delta Air Lines company, is introducing “Vacation Math” in its latest ad campaign.

Created in partnership with agency of record Partners + Napier, the new TV and social spots introduce “Vacation Math” as the best math of all, with Delta SkyMiles^® effortlessly adding up to Medallion Status every time a Delta Vacation is booked. Any dollars put toward flights, hotels, rides and activities on the ground earn Medallion Qualification Dollars — so there’s no need for tracking, mathing, or holding out for a reason to book your next getaway. With how easy it is to accumulate Delta SkyMiles^® and achieve Medallion Status, “Vacation Math” says the answer is always to book another vacation.

Examples of Delta Vacation Math to be featured in a series of social videos scheduled to run on Meta, Google and YouTube:

If you get Medallion status by taking vacations, then you actually need to take another vacation so you can use the status you got.
When you buy strappy sandals on your Delta Vacations trip to Maui but they don’t look the same when you get home, then you book another trip to Maui to rock them again.
If you take a Delta Vacations trip and it rains one day, you basically lost a day from your vacation, so now you have to add that day onto your next vacation, with interest.

“At a time when travelers are more focused than ever on how to achieve and maintain Delta Medallion status, we wanted our new campaign to demonstrate just how effortless it can be,” said Colleen Phelan, Vice President of Brand Strategy and Customer Experience of Delta Vacations. “That’s why ‘Vacation Math’ works so well. It’s rational without being promotional and taps into a fun and recognizable trend that’s already getting a lot of buzz.”

Added Gretchen Bye, creative director at Partners + Napier, “Vacation Math is the queen of all math because it’s about getting rewarded for something you wanted to do anyway! No one has to hack their way through Calc II for this. It’s really simple: each vacation is an excuse to book another one, because even one Delta Vacation can equal Medallion Status.”

CREDITS

CLIENT

Delta Vacations

CREATIVE AGENCY

Partners + Napier
CCO: Rob Kottkamp
Creative Director: Gretchen Bye
Creative Director: Louis Wittig
Associate Creative Director: MacKenzie Dunsmoor
Director of Production: Jacob Gavin
Senior Producer: Rashinda Bankhead
Group Account Director: Elyse Kosakowski
Account Supervisor: Christine Scott
VP Group Strategy Director: CJ Gaffney
Associate Director Project Management: Lauren Cole
Project Manager: Stephanie Dummer

PRODUCTION

Director: Rhea Anna
Co-Director/DP: Walter Smith
Producer: Lisa Smith
First AC/Operator Rafi Mencia
DIT: Derrick Petush
Key Grip: Ben Jura
Gaffer/Sound: John Davis
Wardrobe: Ana Cerankosky
HMU: Katie Ambrose
PA: Sophie Cerankosky
Crafty: Luci Levere