I just heard a radio spot for a credit card that earns airline mileage points.
It's a discussion between two people. Pretty standard: one talks about all the miles she's earning just by making regular purchases.
Here's the great part: she's excited by the prospect of earning enough miles to fly to Seattle.
From Vancouver.
A three hour drive.
A trip that can actually take longer by plane due to check-in requirements, waiting for luggage, the fact that both cities' airports are located somewhat outside of the city centre, and other factors.
A trip that few people would really get excited about taking. (Nothing against Seattle, but people in Vancouver hardly think of it as an exotic destination)
A trip that nobody in Vancouver would actually spend mileage program points on.
I get the funny feeling that this ad resulted from the following conversation:
Toronto Ad Agency Account Manager: "We need a Vancouver version of the radio spot."
Toronto Ad Agency Creative Type: "The usual?"
TAAAM: "Yup. Two people talking. Excited to earn miles. Flying to a fun destination. Blah blah blah"
TAACT: "Okay. What destinations are within the lowest reward level for Vancouver flights?"
TAAAM: "Ummm. Vegas... Portland... LA... Seattle..."
TAACT: "Vegas and LA are a little overdone. I don't know anything about Portland. Seattle sounds nice."
TAAAM: "Beautiful. Go for it."
Wednesday, July 16, 2008
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