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Song (airline)

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Song
IATA ICAO Call sign
DL DAL DELTA
Founded2003
Commenced operationsApril 15, 2003
Ceased operationsMay 1, 2006 (became part of Delta's fleet; dissolved by parent company)
Hubs
Focus cities
Frequent-flyer programSkyMiles
AllianceSkyTeam
Fleet size45[1]
Destinations17
Parent companyDelta Air Lines Inc.
HeadquartersAtlanta, Georgia
Key peopleJoanne Smith
WebsiteFlysong.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.[2] 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

In-flight entertainment system

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.[3] Portions of this branding process are documented in the 2004 Frontline episode "The Persuaders"[4] and in the episode's additional materials.[5] 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.[6] Boston's Prudential Center also hosted a storefront location.[7]

All Song flights were operated by Delta Air Lines.[8]

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

In 2006, Song's fleet consisted of an all-Boeing 757 fleet.

Song Fleet
Aircraft number of aircraft Passengers Notes
Boeing 757-200 45[9] 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

Virgin Islands Cyril E King Intl Airport

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

On April 30, 2006, the final Song flight operated from Las Vegas to Orlando. Song aircraft were merged into Delta Air Lines's mainline fleet. All Song Boeing 757 jets were reconfigured in a 26/158 First Class/Economy configuration.

See also

References

  1. ^ "Song airlines fleet".
  2. ^ "A Hard Landing". NYMag.com.
  3. ^ Mendis, Sean (November 11, 2002). "Delta's new Low Cost Carrier". Airwhiners.net. Retrieved June 10, 2013.
  4. ^ "The Persuaders".
  5. ^ "Shaping a New Brand".
  6. ^ "Find Local Contractors - Home Remodeling Contractors on Ecnext". goliath.ecnext.com.
  7. ^ "To Do or Not to Do". 2004-03-15.
  8. ^ "Delta Air Lines, Inc. - Delta Begins Welcoming Song 757 Fleet into Mainline System to Create New, Long-Haul Domestic Product by Fall". Ir.delta.com. Retrieved 2018-01-31.
  9. ^ "Song airlines fleet".
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