The first question is one of relevance.
Do consumers want great people (i.e. service) when travelling and investing? For most people I think the answer is yes, assuming all other things equal (location, quality, price, etc.). Afterall these are service-based businesses.
The second question is one of credibility.
Will consumers believe the message? In Delta's case, do frequent fliers feel that they are getting a lot better service from Delta than other airlines? I'm not so sure. I don't have market research to prove it, but I think it is hard for the average consumer to believe that Delta has hired/trained better people than anyone else.
The third question is one of uniqueness.
Is the campaign memorable? Does it differentiate them from the competition and incent the consumer to buy? Delta has an uphill climb here, since unlike Southwest or Virgin who've delivered and promoted superior service for years [see videos below], it's not been a core value for the company prior to this campaign. Similarly, as a discount brokerage, Fidelity has not focused heavily on their people in the past.
So the key question is will these campaigns work? Are you buying?
Shoot me a comment below.