Agency: MOSH Agency
Client: Delta
The One Club for Creativity’s Where Are All the Black People x Delta Brief Competition
Delta wants to showcase to their Black Gen Z and Millennial consumers that they are more than just an airline, but also a cultural connector.
Identify two experiences and ways in which Delta can meaningfully connect with Black Gen Z/Millennial travelers through cultural events that are rooted in their passion points.
The Idea
Flights + Feelings at U+Me+RnB
Creative Flights at Cannes Lions International Festival of Creativity
The Result
MOSH Agency was one of the teams recognized in WAATBP x Delta’s inaugural brief competition. We were honored with an in-person award at their conference in New York in September 2024.
The Process
Secondary Research
Black Gen Z & Millennial Travelers’ Economic Impact: Black Gen Z and Millennial travelers contribute significantly to the $109 billion annual spending on travel within the Black community (The Black Traveler, 2020). Their growing travel influence is reshaping the industry, prompting brands to cater to their unique preferences and demands for authentic, diverse travel experiences.
Frequent Travel Among Black Millennials: Black Millennials are traveling more frequently, with 94% having taken a personal trip in the last two years and 74% in the past six months (Travel Noire, 2018). This highlights a shift towards spontaneous, self-directed travel, driven in part by remote work and a desire for flexibility in exploring new destinations.
Social Media’s Influence on Travel Decisions: Social media platforms like Instagram and TikTok significantly influence the travel choices of 86%-89% of Black Gen Z and Millennial travelers (Percepture, 2024; The Black Traveler, 2020). These platforms act as modern travel guides, showcasing destinations and experiences that resonate with this demographic's values and aspirations.
Safety and Cost as Major Travel Barriers: Safety and costs are key barriers for many Black travelers, with 71% prioritizing safety when choosing destinations (African American News, 2023; Skift, 2017). Black travelers seek destinations that not only offer physical security but also cultural respect, while also navigating the financial challenges of travel.
Cultural and Heritage-Centered Travel: Black Gen Z and Millennials are increasingly prioritizing cultural and heritage experiences, seeking destinations that offer meaningful connections to their roots (The Conversation, 2024; The University of Tennessee, Knoxville, 2024). This trend reflects a desire to engage with history, culture, and community, presenting opportunities for brands to offer immersive, heritage-focused travel experiences.
Opportunity
Delta has the opportunity to deepen its connection with Black Gen Z and Millennial travelers by engaging them through meaningful, culturally relevant experiences beyond just transportation.
Insight: People Drive Culture, Brands Amplify It.
Culture is created by people, and brands like Delta have the power to amplify it. By tapping into the authentic needs and desires of Black Gen Z and Millennial travelers, Delta can enhance its role in shaping cultural conversations.
Strategy
Reframe Delta not just as a means of transportation, but as an active co-conspirator with Black Gen Z and Millennials in shaping a more authentic way to live and travel by offering them spaces to express themselves and opportunities to drive a better future for travel and representation.
Final Presentation
Scroll through the presentation to see our executions for our two ideas: Flights + Feelings at U+Me+RnB and Creative Flights at Cannes Lions International Festival of Creativity.
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MOSH Agency Team
Imani Briscoe
Eric Cruz
Aamira Muse
Lyric Albert
Kia Smith