In pictures: Delta Air Lines rolls out red carpet in Canary Wharf

American airline Delta Air Lines is celebrating its new London Heathrow to Los Angeles services this week (29 September - 3 October) by recreating the glamour of Hollywood in Canary Wharf.

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Devised in-house with support from event agency Zero Collective, the activation features a red carpet that leads to a specially constructed pavilion in Jubilee Plaza. A giant screen, created by production company Unit 9, has been erected to showcase the new films showing onboard Delta flights through a series of vignettes depicting popular film scenes.

Visitors to the red carpet have been encouraged to tweet or Instagram a picture or video of themselves taken outside the pavilion to be in with a chance of winning a screen test with casting director John Papsidera, who has worked on blockbusters such as The Dark Knight Rises. Fun props are available on-site to create the ultimate selfie.

To accompany the experience, a branded Delta Hummer will be visiting London railway stations, drama schools and Heathrow Airport to draw awareness to the company’s new offering. The live events, which form part of Delta’s wider 'Hollywood. Without the drama' advertising campaign, have been supported by a radio campaign on Capital FM.

Frank Jahangir, EMEA vice president of sales, said: "London is a key market for Delta and activations such as this Hollywood theme help to bring to life the Delta flight experience and popular destinations we serve with both corporate and leisure travellers."

"We have invested heavily in our on-board products, including our in-flight entertainment and fully flat-bed seats in the premium cabin. This promotion allows us to communicate these improvements in a fun and creative way."

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