Branding lessons from a “save the day” story that went viral

Small businesses can learn about storytelling for branding from this big-company success.

Image by Artturi-Jalli on Unsplash.

It’s got all the ingredients of a made-for-TV movie.

Young newlyweds fly Delta Airlines from Michigan to Puerto Rico. They’re connecting with a Caribbean cruise. Mid-flight the new wife realizes she’s left her passport at home. She can get to Puerto Rico, which is a US territory, but not the cruise. She’s devastated.

Introducing the guide who saves the day — a Delta Airlines flight attendant named (according to the stories) Dusty Dills. Dusty figures out a plan. The woman’s friend will retrieve her passport from her home.

From the Detroit airport, another flight attendant carries the passport to San Juan as he works the trip. A San Juan customer service agent unites the woman and the passport. The cruise is saved!

With the help of the airline’s vigilant PR department, the story goes viral.

I found it in Inc Magazine online.

As it happens, I’m a long-time fan of Delta and have flown many miles with them. When I read this story I wasn’t surprised to learn that it was a Delta flight. They’ve been…