ATLANTA- Delta Air Lines (DL) is taking steps to foster a more inclusive and diverse travel industry with the expansion of its Faces of Travel program.
The airline has recently added 100 new images to its Adobe Stock collection. Further showcases authentic and diverse travelers enjoying extraordinary travel experiences around the world.
This initiative aims to challenge the narrow and inaccurate portrayal of travelers that has long persisted within the travel industry and culture.
Delta New Face of Travel Program
Recognizing the power of representation, Delta is committed to increasing diversity within its own marketing assets. Further extending this commitment to the larger travel culture.
The Faces of Travel program serves as a catalyst for this broader mission. Subsequently, inspiring change from social media platforms to tourism advertisements and beyond.
Delta aims to model diversity and inclusion by challenging and dismantling stereotypes. Further driving the travel industry and culture forward.
Ashley Sherman, General Manager of ESG Marketing at Delta Air Lines, emphasized the importance of representation. She stated, “Diverse travelers have been out seeing the world for decades, and it’s time the world started seeing them too.”
Furthermore, Delta understands that representation is a fundamental aspect of this transformative program. Subsequently, it seek to inspire others and create a more inclusive travel sector.
A Partnership for Impact
To bring the Faces of Travel program to life innovatively, Delta partnered with Kin, a creative company focused on making a positive impact. Together, they have collaborated from the program’s conception to its execution. This includes the development of a free visual library.
This library now consists of over 200 photographs and 40 video clips featuring diverse talent behind and in front of the camera. The inclusion of counter-stereotypical narratives remains crucial to the success of this multi-year initiative.
Sophie Ozoux, Co-Founder of Kin, expressed the significance of the project, highlighting its role in correcting travel history, challenging preconceived notions, and inspiring people to see themselves in faraway places.
She emphasized that building a more welcoming future requires accurate and inclusive representation in travel culture and beyond, as it shapes the platforms and systems of tomorrow.
Photographer Seo Ju Park played a pivotal role in capturing the essence of diverse travel experiences for the new collection of images. Park’s lens focused on candid and personal moments in Cape Town, South Africa, showcasing the true joy of travel.
These photographs aim to break away from the reductive and clichéd stereotypes often associated with travel photography. Therupon provides a more authentic portrayal of diverse travelers.
Promoting a Retrospective Narrative
In addition to the captivating images, Delta collaborated with director Rodney Lucas to create an anthem film that offers a retrospective narrative. The film features diverse families traveling across the globe, spanning from the ’70s to the present day.
This powerful visual piece underscores the industry’s failure to represent all travelers adequately. Subsequently, Delta has created community-specific vignettes based on the anthem film. Further delving deeper into the travel journeys of three diverse families.
The film’s director, Rodney Lucas, shared his connection to the project. Further reflecting on his experiences as a Black father of a child with a disability.
The film allowed Lucas to honor families breaking generational boundaries in travel and establish true allyship. Subsequently, drawing from his own experiences, Lucas recognizes the care required when traveling with children and the transformative power of travel.
Delta’s ‘Faces of Travel’ program serves as a significant step toward creating a more welcoming and diverse travel culture. Subsequently, Delta strives to inspire change within the industry and beyond. It aims to achieve it by promoting representation and challenging stereotypes.
Subsequently, through collaborations with creative partners and the addition of compelling visuals, the program aims to reshape the perception of travelers. Further, ensure that everyone feels seen, included, and respected in the world of travel.
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