When it comes to travel, people care more about where they’re going than how they’re getting there. Delta Airlines understands this and asked Razorfish’s Emerging Experiences team to create an engaging experience for the WIRED Holiday Store in NYC. We wanted to tap into users’ imagination and sense of playfulness so that they walk away from the experience thinking about what kind of destinations they want to go to next and, of course, Delta.
In four (4) weeks we concepted, designed, developed and launched The Untravel Idea – a new, personal way for leisure travelers to encounter destinations. We wanted users to touch the future of travel.
The experience gives people an open-ended, creative experience that puts the user in control. First users choose the type mood they are looking for on their next getaway. From there users can select from a wide variety of relevant words that match their mood, and when put together, show them a range of destination possibilities. The result is a beautiful montage of photographic imagery that will transport the user’s imagination.
To extend the experience beyond the store, users are prompted to use their mobile device to snap a pic of a QR tag associated with each destination that allows them to explore additional destination info, video and travel packages.
The event was a complete success. People couldn’t wait to see where Delta would take them next. The Takeaway – Delta is not just an airline; they’re giving me new ways to discover travel destinations.
This is the future of travel … and it’s just the beginning.
