Song (airline)
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| Founded | 2003 | ||||||
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| Commenced operations | April 15, 2003 | ||||||
| Ceased operations | May 1, 2006 (became part of Delta's fleet; dissolved by parent company) | ||||||
| Hubs | Orlando International Airport, John F. Kennedy International Airport | ||||||
| Focus cities |
Logan International Airport Fort Lauderdale-Hollywood International Airport | ||||||
| Frequent-flyer program | SkyMiles | ||||||
| Airport 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 | Flysong.com | ||||||
Song, LLC was a low-cost air service within an airline brand owned and operated by Delta Air Lines from 2003 to 2006.
Song's main focus was on leisure 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 systems 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 or otherwise artistically interpreted, depending on the cabin crew. In addition to crew uniforms designed by 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 its own distinct mark in the industry.[1] The Song brand was placed on more than 200 flights a day which 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, Delta began repainting the last aircraft bearing the Song livery into mainline Delta Air Lines colors.
History
Before Song began service on April 15, 2003 as a low-cost Delta brand, the service 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.[2] Portions of this branding process are documented in the 2004 Frontline episode "The Persuaders"[3] and in the episode's additional materials.[4] The name, brand identity, cabin interiors and airport environments were designed by Landor Associates in New York.
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
In 2006, Song's fleet consisted of an all Boeing 757 fleet.
| Aircraft | Amount | Passengers | Notes |
|---|---|---|---|
| Boeing 757-200 | 47 | 199 | All aircraft in service with parent company Delta Air Lines. |
Destinations
Throughout its history, Song flew to 22 destinations in the U.S. and the Caribbean.
The following destinations were operated when Song merged operations back into Delta.
- Aruba
- Puerto Rico
- United States
Terminated destinations
The following destinations were discontinued prior to the merging of operations.
- Bahamas - Nassau
- United States - Atlanta, Newark, Washington D.C-Dulles
Cessation of operations
In May 2006, Song merged into Delta Air Lines's mainline fleet. All Song jets were reconfigured in a 26/158 First Class/Economy configuration.
See also
References
- ↑ http://nymag.com/nymetro/news/bizfinance/biz/features/14720/index1.html
- ↑ Mendis, Sean (November 11, 2002). "Delta's new Low Cost Carrier". Airwhiners.net. Retrieved June 10, 2013.
- ↑ "The Persuaders".
- ↑ "Shaping a New Brand".
- ↑ http://goliath.ecnext.com/coms2/gi_0199-3282879/Song-Brings-Unique-In-Air.html
- ↑ "To Do or Not to Do". 2004-03-15.
External links
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Wikimedia Commons has media related to Song (airline). |
- Song (Archive)
- PBS Frontline episode - The Persuaders (viewable online) prominently features Song's expensive branding and advertising efforts to separate itself from the "clutter."
- Song fleet
- Song aircraft
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