Two workers were killed and another was seriously injured in an accident at Hartsfield–Jackson Atlanta International Airport. Now the airport is coming under criticism for a social media post about the tragedy.
According to media reports, the workers died Tuesday morning while working at Delta Air Lines’ technical operations maintenance facility in Atlanta. The incident apparently occurred in Delta’s wheel and brake shop and the deaths were related to a tire explosion, ABC 7 reported.
WSB-TV Atlanta subsequently obtained a copy of a memo about the incident that Delta executives sent to employees.
“I am deeply saddened to share that three TechOps team members were involved in an accident that occurred early this morning in Atlanta,” wrote John Laughter, president of Delta TechOps, in the statement. “We extend our full support to their families during this difficult time and are conducting an investigation to determine what happened. This news is heartbreaking for all of us.”
However, officials at Hartsfield–Jackson Atlanta International Airport handled the incident somewhat differently.
Some time after the incident, a tweet was sent from the airport’s official X account that included Delta’s brand slogan “Keep Climbing” in its message of condolence.
According to a report in OutKick, the now-deleted message on X read, in part: “We extend our condolences to our partners as they continue to practice ‘Keep Climb’ during this difficult time.”
The decision to use Delta’s brand slogan at an incredibly sad moment when two people were killed and another was seriously injured sparked rapid reactions on social media.
“A little company tip: put one person in each decision room whose job it is to take the ‘no’ position, and you have to take the ‘yes’ position. Example: Should we incorporate company slogans into the ‘prayers for deceased employees’ post?” wrote one X user in response.
Another added: “PIO pro tip: Don’t be a jerk. Using your company slogan when people have died is a WILD decision.”
It wasn’t long before many other X users joined the chorus, with another adding: “Our prayers are with the families affected by the tragic incident at Burger King this morning. We extend our condolences to our partners and hope they will ‘eat like a king on a budget’ and ‘get their way’ during this difficult time.”
Others simply said, “Oops. Take off the branding and repost it.”
Airport authorities have not issued a comment on the deleted X-post. The victims of the tragic incident have not been identified. The Federal Aviation Administration has been notified of the accident, according to WSB-TV.
Subscribe to the TravelPulse daily newsletter to receive the latest travel news, updates and offers.
