FOR once, an airline may have hit on a promotional idea that its competitors will not find easy to copy. Starting today, Song, the low-fare brand created last year by Delta Air Lines, will be trying to build traffic and brand awareness by giving away, of all things, guitars. Apple Mini iPod music players and free downloads of songs from iTunes will also be offered. But the Gibson Les Paul Junior electric guitars engraved with the Song logo are the eye-catchers in an offbeat promotion for an airline whose future is in a whole lot more doubt than than that of rock n' roll. "Anybody can cut your fare, but not everybody can give you a free guitar," said Mr. Selvaggio. Song, which is also matching its rivals' prices, will advertise the giveaways in national and local TV and radio commercials to start, with print advertisements to follow beginning Sunday. The New York Times > Business > Media & Advertising > Advertising: Strumming the Skies
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