There were a couple of examples of creative and media working together. For example, on taxi tops surrounding the airport, one headline read, “Now you finally get to tell the cabbie, ‘and step on it’” to illustrate our on-time service. Other pieces inserted within newsstand bags attached a calling card for free minutes and a beef jerky stick snack to assist “…our friends flying other airlines. A third execution on a passenger walkway at MIA advises travellers to “Keep the good-byes short. We leave on time”.

We delivered an estimated 285,000,000 business traveler media impressions, 430% more than possible given traditional media vehicles. While we could only have reached a possible 40% of our target given traditionsl vehicles, we covered nearly 75% with our targeted approach, all the while in a more impactful manner with greater frequency. As a result, June-Dec 2003 business traveler bookings increased from the same months in 2002.