The National Theatre (NT) represented a fantastic opportunity for Delta Air Lines (DAL) to build awareness and affinity with its target audience (emerging business class travellers based in London). DAL identified an opportunity to present Angels in America as it re-entered the UK market by creating a unique post sell-out ticket ballot, DAL provided exclusive opportunities to attend the production and encouraged a younger generation to attend via a lower price point. The integrated media campaign drove awareness and resulted in 70,433 sales. Following its sell-out success, the show will transfer to Broadway in 2018.
