Coca-Cola and Delta Opened an Airport Lounge for Passengers in Middle Seats

Refreshment for the black sheep of the herd

Airport lounges are usually the exclusive domain of the well heeled. But Coca-Cola and Delta recently teamed up to open one for the most ignominious of travelers—those carrying tickets for middle seats. 

The brands, with help from agency Fitzco, opened the ultra-exclusive (though not really) Middle Seat Lounge near gate A11 at Boston's Logan Airport. It was open on a single Monday in May, though the brands just released new video footage from the stunt: 

Delta Air Lines & Coca-Cola | The Middle Seat Lounge

Middle Seat Lounge guests enjoyed free Coke, played games with other middle-seat travelers, and received a three-pack of Coca-Cola bottles to share with their aislemates on the ensuing flight. They could also snap a selfie for a chance to win a trip on Delta.

"From getting the VIP treatment with fellow middle seat travelers in the lounge to a surprise onboard, we wanted to recognize Boston middle seat customers in a unique way that will brighten their Monday," said Julieta McCurry, Delta's managing director of U.S. marketing communications and sponsorships.

"Coca-Cola is excited to partner with Delta to help celebrate middle seat travelers and provide them with a special beverage experience during their time at Boston-Logan International Airport and onboard," said Lou Grill, vp of strategic partnership marketing, Coca-Cola North America. "This unique opportunity to Share a Coke with fellow seatmates is another way to create meaningful moments and enhance our fans' travel experience."

Delta and Coke have been partners since 1927. Last year they teamed up to create the Flying Art Gallery, transforming tray tables on one of the airline’s 767 aircraft into one-of-a-kind works of art from 12 artists around the world. 

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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