AMERICAN EXPRESS X DELTA AIRLINES: WORLD TO TABLE

AGENCY

Momentum Worldwide - 2025

SKILLS

Experiential Strategy

SUMMARY

Amex and Delta wanted to expand their World To Table activation series where a foreign chef creates an exclusive tasting menu around a key route. This one: New York to Italy.

I developed two strategic insights.

  1. Travel has shifted from landmark-checking to emotionally-led goals. People want experiences that make them feel connected to other cultures, driving the $65B cultural ritual economy.

  2. The most viral luxury experiences play with high/low culture tension i.e. $100 chicken nuggets at the US Open, Erewhon, Superiority Burger, reframing what exclusivity means.

The brief became Nona's House: chef Stefano Secchi cooking elevated Italian home staples, simulating dinner at your grandmother's. Pasta making, opera performances, headscarf styling, luxury take-home goods.