Issue

Struggling to reorganize after declaring bankruptcy, Delta Airlines faced a difficult $8 billion hostile takeover bid from US Airways.

Strategy

With only a four-week window, La Torre Communications focused an intense media campaign in areas of Pennsylvania with small regional Delta and US Airways hubs.

La Torre Communications:

• Made the case in the local media that less competition meant higher fares at smaller airports already saddled with higher ticket prices.
• Held press conferences in airport terminals featuring locally elected officials and community leaders who reiterated the concern of less competition and higher ticket prices.
• Scheduled editorial board meetings in target media markets featuring Delta pilots who provided a unique perspective on the need to defeat the takeover.

Result

Increased media attention in Pennsylvania and other key states in support of Delta both strengthened the struggling airline’s resolve and weakened the US Airways takeover bid, which was ultimately dropped.