Faces of Travel

Faces of Travel is a long-term commitment to increase diverse representation within travel culture—from social media, to tourism ads, and everything in between.

This initiative was launched as part of our development of Delta Airlines’ DEI strategy, bringing to life their commitment through meaningful brand actions and creative communication to drive specific brand metrics.

At the heart of the program is a visual library showing travelers of diverse races, ages, gender identities, religious beliefs, and physical abilities. The collection was made available free-of-charge through an exclusive partnership with Adobe Stock to ensure these images were broadly accessible.

From the choice of our photographer Seo Ju Park, to our production crew, cast, locations, and activities portrayed, we thoughtfully crafted counter-stereotypical narratives to capture truthful life experiences. The visuals we created were elevated and high-quality, providing a viable alternative to traditional stock imagery.

Our choice to make the visual collection open source, and partner with Adobe Stock to make them readily available to the creative class, was a generous brand action designed to drive adoption and usage of these visuals in travel content.

The program was also supported by two films, out-of-home, social media, influencer content, and partnerships with Vice, Refinery 29, and Meredith publications: Travel+Leisure, People, Food & Wine, Shape, and Southern Living.

The platform launched in September 2022 and is still rolling out currently, but first reports show very encouraging results. According to Kantar, the anthem spot performed in the top 5% of US TV ads in generating an intuitive emotional response and led to a big lift on brand metrics such as “brand I love” (+9.5%) and “brand that shares my values” (+11.7%) in just two months.