Delta Vacations is spearheading a new initiative to change the face of travel marketing — literally.
Delta Vacations and Adobe have partnered to launch Faces of Travel, a campaign to make the imagery used in travel advertising and on social media more inclusive of the diverse travelers who make up the brand’s client base.
“Traditionally when you look at travel photos, it doesn’t show a broad representation of all of our customers and our customer bases,” Delta Vacations president Kama Winters said. “We’ve just launched a partnership that we’re really excited to leverage for on behalf of our travel advisors.”
The initiative consists of a digital media library containing 100 images of diverse travelers enjoying their journeys in scenes all over the world. The media library is free and available to use by the public and the travel industry — including other businesses — for social media, advertising and other types of content creation. It is currently available via Adobe Stock.
“It’s for anybody to use. Our competition can use it,” Canning said. “What we want to do is be a more diverse company and we want to make sure that we spread that message.”
The company is also working on another project aimed at inclusivity — making their vacation packages more accessible to clients who want to pay in installments.
Delta Vacations is partnering with financial company Affirm to give customers the option to buy now and pay later. Affirm’s interest rate on monthly payments is typically much lower than the interest rate on a credit card.
“We think that’s going to be a really nice addition to travel advisors’ offerings,” Winters said. “It’s just another opportunity for advisors to close that sale or give that customer a little bit more flexibility.”