Recently we’ve been playing a different kind of name game, which has been all the buzz at Delta and with some of you.
As you may have heard, we are integrating the Delta and Northwest lounges (Delta Crown Room Club® and Northwest WorldClubs® and implementing a brand new moniker – Delta Sky Club™.
Behind the scenes, the “rebranding” spurred lots of excitement and discussion. The Crown Room Club brand has greeted Delta lounge-goers since 1959, and the WorldClubs brand has been around since 1987.
However, we wanted a name that spoke to the truly global nature of the combined network, so a plan of action was put in place. What does it take to change the name of a worldwide establishment? Lots of work.
Well, not only is there brainstorming and working with creative folks to generate new options, but then the Legal department gets involved and checks for any potential trademark infringement issues (insert your own lawyer joke here; a Delta lawyer removed mine). Once that hurdle is cleared, it’s time to present the options to executives (and try to influence the final outcome).
Once all parties come to a unanimous decision, the real fun begins! We take a detailed inventory of everywhere the “old” name appears and develop a schedule for updating every item on the list. We’re talking Web sites, paper applications, airport signage, membership cards – the list is exhausting. Ultimately, what may seem a small decision actually takes several months to fully implement. We’re targeting a full implementation of December 2009.
So, that’s a summary of how to change a corporate brand. We hope you like the new name (and relaxing in our rebranded lounges) as much as we do. We think it fits nicely with the other names on our family tree, such as the SkyMiles® program, SkyTeam® Alliance and Sky Magazine. Check out a Delta Sky Club the next time you’re traveling and let us know what you think. Our newest Delta Sky Club will debut in Miami in June – watch out for it.
And of course, you may continue to access both Crown Room Clubs and WorldClubs as we convert to Delta Sky Club, and all lounge locations will honor current membership cards.
We hope to see you at a Delta Sky Club soon!
Director- Customer Experience Planning & Development