An idea whose time has come?
June 09, 2008 Associated Press
Readers of the Philadelphia Inquirer and Philadelphia Daily News opened their papers Friday to see ads for a new airline called Derrie-Air, which purportedly charges passengers by the pound.
But the new carrier will never get off the ground. It was a one-day advertising campaign about a fake airline by Philadelphia Media Holdings, the papers’ owner, and Gyro ad agency.
In light blue banners throughout the papers—as well as on their website—Derrie-Air cheerily trumpeted its policy: The more you weigh, the more you pay. The ads directed readers to FlyDerrie-Air.com.
Philadelphia Media Holdings spokesman Jay Devine said the goal is to “demonstrate the power of our brands in generating awareness and generating traffic for our advertisers and put a smile on people’s faces.”
The company tracked traffic to the Derrie-Air site. Derrie-Air’s sample rates range from $1.40 per pound to fly from Philadelphia to Chicago, to $2.25 per pound to fly from Philadelphia to Los Angeles.
Those who scroll to the bottom of the homepage find out the truth behind Derrie-Air.A disclaimer labels the ad campaign “fictitious” and says it is designed “to test the results of advertising in our print and online products and to stimulate discussion on a timely environmental topic of interest to all citizens.”
“In other words,” it says, “smile, we’re pulling your leg.”