November 05, 2011
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It came to light this week that Delta is now picking up some lucky passengers in Atlanta in luxury Porsche sedans and SUVs. Details are still scarce, but a Delta rep on Flyertalk did confirm:
I see that you’ve noticed a few of the spanking new vehicles trolling around ATL. It’s true that we have a team dedicated to transporting our highest value customers around the Atlanta hub and they’ve got a fleet of several vehicles with which to do so. As part of our partnership with Porsche (which includes shipping cars from Germany to Atlanta), they’ve provided us with a few fancy new rides to add to our VIP fleet. A couple of things to clarify: 1. Delta didn’t pay for these cars.
2. You won’t see any of our executives in these cars – they’re for HVCs only.
3. The Porsches are quite literally a new toy we get to play with so we’re testing out how to best use them. Right now, and for the foreseeable future, they’ll be used as a “surprise and delight” for some of our best customers. If you’re lucky enough to score a ride in one of these vehicles, let us know how you liked it!”
So it looks like Porsche is banking on raising its brand awareness with high-value Delta customers (and the thousands of passengers who gawk as the lucky chosen few get driven off).
One Flyertalker reported
that they actually drove him from his plane to his car in the parking garage – a pretty awesome benefit, especially at the behemoth of an airport as Atlanta Hartsfield.
While I don’t see this benefit rolling out on a larger scale, I still think its a creative way to build loyalty and be competitive – especially as Southwest makes a larger play into the Atlanta market with their Airtran acquisition.
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