About

Delta Air Lines has partnered with PLUS Communications across a range of issues, drawing on our ability to understand their brand and navigate the complex political and regulatory landscape. Since 2023, we’ve worked with Delta to create compelling content and deliver digital advertising that advances key policy initiatives – most recently helping secure additional slots at Ronald Reagan Washington National Airport (DCA). Building on that success, Delta’s Government Affairs team in Washington, D.C. turned to PLUS to mark another milestone moment with a Capitol Hill celebration, showcasing the airline’s century-long legacy of innovation, service and global impact.

Challenge

With major industry issues, including air traffic control modernization, Transportation Security Administration (TSA) operations, and broader changes in the regulatory environment under active discussion with the Trump Administration and Congress, Delta sought to ensure its brand was showcased positively and memorably in front of Washington’s most important stakeholders. At the same time, 2025 marked the airline’s 100th anniversary, celebrating a century of innovation, service and a people-first culture.

PLUS collaborated with Delta’s Government Affairs team to design a memorable centennial experience that engaged both in-person attendees and the broader D.C. policy community. The goal was clear: bring this milestone to life in a way that honored Delta’s legacy, engaged key stakeholders, and amplified its brand and story to a wider audience of policymakers, influencers and industry leaders. The celebration marked the airline’s history, while taking off on its next 100-year journey.

Solution

PLUS recommended partnering with POLITICO Focus to deliver a two-pronged experience: a physical installation that anchored the invitation-only centennial reception and a digital activation that extended Delta’s story to a broader online audience.

For the reception, PLUS developed the concept of a centerpiece timeline installation that would showcase Delta’s 100-year journey, surrounded by curated artifacts from the Delta Flight Museum representing each era. Working closely with POLITICO Focus, PLUS directed the creative process to ensure the installation captured Delta’s history in a compelling and polished way. From event branding and look books to centennial displays and VIP guest experiences, our team guided the details that elevated Delta’s presence on Capitol Hill.

To complement the in-person experience, PLUS and POLITICO Focus extended the celebration online through a custom digital platform dubbed, “The Great Climb.” This interactive timeline highlighted historic milestones, included archival photos and featured a forward-looking “what’s to come” section projecting Delta’s next 100 years. The campaign was amplified through POLITICO’s ecosystem with website placements, newsletter sponsorships, and targeted social media, ensuring the story reached policymakers, influencers, and industry leaders across Washington and beyond.

Throughout, PLUS managed strategy, coordination, and stakeholder alignment by bringing together Delta’s Government Affairs team, the Delta Flight Museum and POLITICO Focus.

Results

The result was a cohesive, multi-platform celebration that honored Delta’s past, engaged VIP guests and strategically positioned the brand for its next century. The centennial reception achieved its overarching objective: celebrating the airline’s legacy, while further elevating its profile with Washington’s most important stakeholders.

Held at a prestigious Capitol Hill venue, the event showcased Delta’s history through a centerpiece timeline installation and curated artifacts, while The Great Climb digital platform extended the story to the broader D.C. policy community. The combination ensured Delta’s century-long legacy and forward-looking vision were experienced both in the room and beyond it.

Delta’s team shared positive feedback on the centennial event, noting that it successfully elevated the brand during a pivotal moment. By managing the strategy, coordination and execution of this high-profile initiative, PLUS allowed Delta’s team to focus on advancing the complex policy and regulatory issues facing the airline in Washington.

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