Delta Air Lines’ Sky Magazine Joins Hard Rock International, American Guitar & Band and Designer Carlos Falchi to Create an Exclusive, One-Of-A-Kind Guitar Strap to Benefit The Breast Cancer Research Foundation(R)
MINNEAPOLIS, Sept. 29 /PRNewswire/ — Sky magazine, the travel, business and lifestyle publication of Delta Air Lines, has partnered with Hard Rock International, American Guitar & Band and renowned accessories designer Carlos Falchi to create an exclusive, one-of-a-kind guitar strap to be auctioned off for breast cancer research and awareness.
Carlos Falchi custom made the Swarovski crystal-encrusted, pink snakeskin strap for GrammyÃ‚® winner, breast cancer survivor and Hard Rock PINKTOBER(TM) Ambassador Melissa Etheridge and the October cover of Sky magazine. The online auction, benefitting The Breast Cancer Research Foundation, can be found at www.deltaskymag.com/bidforacause from September 29 through October 31. The strap has been autographed by both Etheridge and Falchi and is valued in excess of $2,000.
“We saw the October issue of Sky as a great opportunity to directly connect to a topic that Delta is involved with in the community, and to put our own spin on it,” said Jayne Haugen Olson, editor in chief of Sky. “Hard Rock International and Delta created a unique concert in the sky aboard its pink plane with Melissa Etheridge and it became a natural connection for Sky to feature Miss Etheridge on our cover.”
“As we worked with Ms. Etheridge’s team, the idea of a pink guitar strap seemed all too appropriate,” Olson continues, “We reached out to American Guitar & Band owners Cory and Stephanie Lake, who have an exclusive partnership with famed fashion accessories designer Carlos Falchi on a distinctive line of couture-quality guitar straps. They enlisted Falchi to create the one-of-a-kind strap for Etheridge and the end result, ‘La Vie en Rose,’ speaks for itself. We hope it sparks an interest and raises significant dollars for the Breast Cancer Research Foundation.”
Sky’s cover story, “Seeing Pink,” focuses on the growth of cause marketing as it relates to breast cancer awareness and research and features an interview with Etheridge who tells readers about her fight to beat cancer and her ongoing pursuit to find a cure for the disease.
Sky, is the onboard travel, lifestyle and business magazine of Delta Air Lines, the world’s number one airline. The new Sky debuted April 2009 onboard all Delta and Northwest flights, on newsstands across the country and online at deltaskymag.com. MRI research indicates the unduplicated net audience of Sky and NWA World Traveler to be 5.3 million readers monthly based on Spring 2009 data. Sky has more readers than any other in-flight magazine and a higher readership than most other travel and business publications on the market.
SOURCE Delta Sky magazine