Delta Raises Dependability Doubts with Baggage Campaign

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    Could this promotion cause more harm than good?

    It’s common to see brands unintentionally create threats to their own reputations in the process of promotion, and we believe the latest email Delta’s baggage campaign is one such example. Have a look:

    Delta guarantee bags in 20 mins

    This example was forwarded by our colleague Phil Cox, who posed the question, “Why is Delta only promising 20 minutes or less until the end of March?”, and we doubt he’s the only one thinking along those lines. While it’s a great guarantee, the fact that it’s only for a small promotional period is just as likely to be salt in old memories of lost or long-delayed bags as it is an enticing promise, surely not what Delta was aiming for.

    For more resources, see the Free Management Library topic: Crisis Management

    [Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, and author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is vice president for the firm, and also editor of its newsletter, Crisis Manager]

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