| Song | ||
|---|---|---|
 |
||
| IATA DL |
ICAO DAL |
Callsign Delta |
| Founded | 2003 | |
| Ceased Operation | 2006 (now operated by Delta) | |
| Hubs | John F. Kennedy International Airport Orlando International Airport |
|
| Focus cities | Logan International Airport Fort Lauderdale-Hollywood International Airport |
|
| Frequent flyer program | Skymiles | |
| Member lounge | Crown Room Club | |
| Alliance | SkyTeam | |
| Fleet size | 48 | |
| Destinations | 17 | |
| Parent company | Delta Air Lines Inc. | |
| Headquarters | Atlanta, Georgia | |
| Key people | Joanne Smith | |
| Website: http://www.flysong.com/ | ||
Song was a low-cost airline brand owned and operated by Delta Air Lines. Song's main focus was on tourist traffic between the northeastern United States and Florida, a market where it competed with JetBlue Airways. It also operated flights between Florida and the West Coast, and from the Northeast to the west coast. Song's aircraft were fitted with leather seats and free personal entertainment system at every seat, with audio MP3 programmable selections, trivia games that could be played against other passengers, a flight tracker, and satellite television (provided by the DISH Network). Song offered free beverages, but charged for meals and liquor. Both brand-name snack boxes and healthy organic meals were offered. The flight safety instructions were sung, rather than the traditional reading, based on a vote of the passengers. In addition to flight crew uniforms designed by dsigner Kate Spade, customized cocktails created by nightlife impresario Rande Gerber and an in-flight exercise program designed by New York City fitness guru David Barton, the airline created their own distinct mark in the industry.[1] The airline operated more than 200 flights a day and carried over ten million passengers. Song's last flight took off on April 30, 2006. Service shifted to mainline Delta on May 1, 2006. On January 1, 2008, the last aircraft bearing the Song livery began to be repainted into mainline Delta Air Lines colors.
Contents |
History
Before Song began service on April 15, 2003 as a low-cost Delta brand, the airline engaged in a long-term branding strategy that identified a particular strata of hip, style conscious professional women as their target market. Song's goal was to meet not only their consumers' travel needs but social needs also. Portions of this branding process are documented in the 2004 Frontline [2] episode "The Persuaders" [3] and in the episode's additional materials[4]. The branding process was headed by Andy Spade and has been referred to as an example of corporate culture taken too far, similar to Mary Kay Cosmetics.
It was promoted by The Apprentice television show, and they had a boutique called "song in the city" to showcase the product in the SoHo district of New York[5]. Boston's Prudential Center also hosted a storefront location[6]. On October 28, 2005, Delta announced plans to incorporate Song's aircraft into Delta's mainline domestic long haul operation beginning in May 2006. Eventually the 48 Boeing 757-200 airplanes were converted to include 26 first class seats and repainted with Delta colors. The eradication of the airline was seen by aviation analysts as a move to reduce costs and emerge from bankruptcy. Song was officially removed from future Delta schedules on February 22, 2006. Song's final flight was #2056 from Las Vegas McCarran International Airport to Orlando International Airport, which departed at 11:48 p.m. on April 30, 2006.
Fleet
Song's fleet consisted of 48 Boeing 757 narrow-body aircraft, fitted in a 199 seat, all-economy class, more-legroom configuration and painted in a lime-green livery. Song aircraft also carried onboard satellite television equipment for passenger entertainment, unlike mainline Delta aircraft. However, the Song fleet featuring the onboard entertainment systems will be used on Delta's transcontinental flights, such as JFK to LAX.
Destinations
The following destinations were operated when Song merged operations back into Delta.
United States
Caribbean
Former destinations
The following destinations were discontinued prior to the merging of operations.
Cessation of operations
In May 2006, Song merged into Delta Air Lines' mainline fleet. All Song jets are now configured in a 26/158 First Class/Economy configuration.
External links
- PBS Frontline episode - The Persuaders (viewable online) prominently features Song's expensive branding and advertising efforts to separate itself from the "clutter."
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