Delta is the leading US transatlantic airline, offering the most daily flight departures, serving the largest number of nonstop markets and carrying more passengers than any other US airline. On April 15, 2003 Delta Air Lines announced Song, a new service developed to change customer expectations for high-quality, low-fare air travel. In addition to their individual approach to service, working with Tellme, Song became the first air service to give customers a totally self-service system to shop for and buy tickets on the phone.

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Song was launched with an emphasis on their fresh, individualized brand. This personality is a big part of their phone strategy. 1-800-FLY-SONG launched on Tellme’s network in July 2003 with Song branding, fare shopping, reservations, and other services like travel tips — incorporating the most advanced audio techniques in the world.

For natural-sounding playback of available flights and fares, the application utilizes Tellme’s patent-pending 3G Concat Speech technologies along with Tellme audio libraries for cities/states, dollars/cents, times of day, etc. Music beds developed by Song’s advertising and branding agencies create resonance with Song campaigns in other media. And playful messaging and careful voice talent direction ensures that every prompt reflects the Song brand. “This is by far the best quality job I've ever seen. Using a voice and persona that matches our energy is like going from black-and-white to color," said Jeff Ricks, Delta Airlines.

With such a compelling caller experience, the Song application can’t help but take off!