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Delta Air Lines recently made a significant impression in Las Vegas with its event at the Sphere, coinciding with CES 2025. The airline's presentation combined product announcements and brand promotion, featuring appearances by CEO Ed Bastian, actress Viola Davis, and Delta's strategic advisor Tom Brady. Musician Lenny Kravitz also performed during the event.
The immersive venue allowed Delta to showcase its history and future innovations. A virtual fireworks display celebrated the airline's 100th anniversary, while an Uber Eats partnership was promoted through a staged delivery. Attendees experienced new inflight entertainment options and an AI "concierge" tool set to launch later this year.
Delta aims to establish itself as more than just a transportation provider. "For us, the opportunity certainly is to be a heartfelt, loved brand," said Tim Mapes, Delta's senior vice president and chief communications officer. The company strives for recognition similar to brands like Apple.
