Sofar Away
Case Study
Bringing travelers closer to the music
Sofar and Delta SkyMiles came together to launch Sofar Away—a travel-powered music experience celebrating the creative energy of six U.S. cities. Through exclusive concerts, curated editorial, and member-only perks, we showed travelers how every mile brings them closer to the moments and communities they love.
The Ask
- Expand Sofar’s footprint into travel-driven experiences
- Position Delta SkyMiles as a lifestyle program rooted in culture and discovery
- Spotlight local music scenes across Delta’s priority markets
The Program
Building a travel-powered music experience
From New York to Miami, Sofar Away brought Delta SkyMiles members together for intimate shows featuring emerging local artists. Each night highlighted the sounds, spaces, and stories that make each city feel alive.
New York City
Artists: Rebounder, Gigi, Kevin Holliday
An energizing night overlooking the skyline, celebrating NYC’s boundary-pushing scene.
Los Angeles
Artists: Bronze Avery, BXB Love, Micah Manaitai
A warm, immersive outdoor show surrounded by nature and creativity.
Austin
Artists: Zach Person, Taylor Rae, Magna Carda
Indie, blues, and hip-hop blended into a quintessential Austin evening.
Boston
Artists: Oompa, Vern Matz, Lady Pills
A genre-bending night in one of Boston’s most iconic creative spaces.
Seattle
Artists: Royce Lovett, TeZa Talks, Among Authors
A soulful, atmospheric set in the heart of Fremont.
Miami
Artists: Los Wizzards, Bebo Dumont, Calacote
High-energy performances that brought Miami’s vibrant sound to life.
Brand Integrations
More than placement, it’s presence at every touchpoint
Integrated Brand Experience Touchpoints
- SkyMiles-branded welcome moments that set the tone for a premium, loyalty-driven guest experience
- Lyft ride credits offering seamless, brand-powered transportation to and from the show
- Starbucks vouchers delivered as a “morning-after” surprise to extend the brand relationship beyond the event
Online & Host Alignments
- Delta brand ambassadors and MC-led messaging to reinforce key campaign narratives throughout the night
Amplification Across Sofar Channels
- Campaign-aligned promo assets distributed across Sofar email and social, driving awareness and attendance
- Local ticket giveaway competitions to spark community engagement and expand reach within priority markets
Media & Content
Building excitement at every key moment
Before audiences stepped into the room, we built a multi-channel campaign that helped them discover the stories, artists, and local culture behind Sofar Away.
Performance videos
Listening Room performances from each city showcased local artists through a cinematic lens
Recap cuts
Short-form social edits celebrated the energy of each night and extended reach beyond attendees
Content hub
Delta-sponsored Sofar Away city pages brought together videos, travel stories, show recommendations, and cultural highlights
Spotify playlist
A curated mix of artists from across the series, extending the experience into an everyday moment
Blog feature
Travel guides and community stories highlighted each city from an insider’s lens
Marketing
Momentum across every moment
We created momentum across social, email, and editorial channels—meeting fans where they discover music and where they plan their travel.
Email & Social
Branded announcements, RSVP invites, and concert reminders delivered across Sofar’s local and national channels.
Artist’s social
Participating artists amplified the program through behind-the-scenes moments, performance clips, and city love.
Blog and competition pages
SkyMiles-exclusive giveaways created excitement and provided a seamless entry point into the Sofar ecosystem.
The Results
Proving the power of pairing travel and live music
The Impact
Delta SkyMiles earned meaningful cultural relevance—reaching millions of fans, filling six exclusive shows, driving high average watch times, and generating strong brand trust signals from event attendees.
