Few other industries have seen more challenges – and opportunities than the airline industry. The list is long: lines at the airport, higher fuel prices, razor thin margins, the recently-approved merger of American Airlines with UsAir, AMR wrestling with bankruptcy, new online Travel Agencies (OTA’s) popping up almost daily and regulatory changes, to name a few.

Delta Airlines is one of a few that has turned all of these into advantages. The company decided to separate themselves from the rest by focusing their efforts on becoming known as New York City’s hometown airline. They spent over $1 billion redesigning their terminal and they ramped up their flight offerings to and from the city. After all was said and done, the company needed a flashy, fun way to let everyone know they had arrived, and this is where BoomBox came in.