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Song (airline)

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Song
IATA ICAO Callsign
DL DAL DELTA
Founded2003
Commenced operationsApril 15, 2003
Ceased operationsMay 1, 2006 (became part of Delta's fleet)
HubsOrlando International Airport, John F. Kennedy International Airport
Focus citiesLogan International Airport
Fort Lauderdale-Hollywood International Airport
Frequent-flyer programSkyMiles
AllianceSkyTeam
Fleet size48
Destinations17
Parent companyDelta Air Lines Inc.
HeadquartersAtlanta, Georgia
Key peopleJoanne Smith
WebsiteFlysong.com

Song, LLC was a low-cost airline 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 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, Delta began repainting the last aircraft bearing the Song livery into mainline Delta Air Lines colors.

History

In-flight entertainment system

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.[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

A Song Boeing 757 at JFK International Airport

Song's fleet consisted of 47 Boeing 757 narrow-body, fitted in a 199 seats, all-economy class, more-legroom configuration and painted in a lime-green livery and one Boeing 757 narrow-body (N610DL) in pink to support the Breast Cancer Research Foundation. After Song was dismantled, this aircraft became the Delta Pink Plane from 2006 until 2010 when it was repainted into standard Delta livery when a new pink Boeing 767-400ER (N845MH) was introduced. Song aircraft were the first in Delta's fleet to carry onboard satellite television equipment for passenger entertainment before being introduced into the mainline fleet, including all Boeing 737-700 and domestic 767-300, and select Boeing 737-800 aircraft.

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

A Song 757-200 at LaGuardia Airport

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 are now configured in a 26/158 First Class/Economy configuration.

References

  1. ^ http://nymag.com/nymetro/news/bizfinance/biz/features/14720/index1.html
  2. ^ Mendis, Sean (November 11, 2002). "Delta's new Low Cost Carrier". Airwhiners.net. Retrieved June 10, 2013.
  3. ^ "The Persauders".
  4. ^ "Shaping a New Brand".
  5. ^ http://goliath.ecnext.com/coms2/gi_0199-3282879/Song-Brings-Unique-In-Air.html
  6. ^ "To Do or Not to Do". 2004-03-15.
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