The Sky's the LimitThe Sky's the Limit
Best Use of Native Advertising/Sponsored Content
Category: Best Use of Native Advertising/Sponsored Content
Project Name: The Sky's the Limit
Company: Crain's Content Studio
Delta Air Lines partnered with Crain's Content Studio to raise awareness of its $7 billion investment in LaGuardia and JFK airports, emphasizing infrastructure improvements alongside its commitment to local economic development, inclusivity, and sustainability. The campaign aimed to position Delta as a forward-thinking industry leader dedicated to enhancing passenger experience and community impact. By blending corporate messaging with human-centered storytelling, the initiative spotlighted minority and women-owned business enterprise (MWBE) partnerships, workforce development programs, and sustainability milestones, showcasing how Delta’s investment positively impacts everyday New Yorkers.
Crain's Content Studio created a dedicated The Sky's the Limit landing page to aggregate campaign content, including six sponsored articles and two Crain's Quick Takes video interviews. The articles covered topics such as Delta’s sustainability efforts, airport infrastructure upgrades, and workforce development programs addressing the pilot shortage. The videos featured a graduate of Delta’s workforce development program and a Delta executive discussing support for minority and women-owned businesses. The landing page lives indefinitely in front of the paywall, serving as a constantly updating repository for Delta-sponsored content.
The campaign leveraged Crain’s New York Business’ high-reach B2B channels, targeting an audience of civic leaders, decision-makers, and business influencers. With 55% of Crain’s audience at director-level or above, Delta capitalized on a highly engaged readership to amplify its commitment to the region. By grounding corporate messaging in local storytelling, the program boosted engagement, enhanced brand perception, and underscored Delta’s leadership in shaping New York’s transportation future.
Why they're award winning:
Human-centered storytelling: Highlighted MWBE partnerships, workforce development, and sustainability milestones, connecting Delta’s investment to the lives of everyday New Yorkers
Strategic content distribution: Leveraged Crain’s New York Business’ influential B2B audience, including civic leaders and decision-makers, to amplify Delta’s regional impact
Dedicated content hub: Created The Sky's the Limit landing page as a permanent repository for sponsored content, ensuring long-term visibility and engagement
Enhanced brand perception: Grounded corporate messaging in relatable narratives, boosting engagement and positioning Delta as a community-focused industry leader