Wake up, its time to take your sleeping pill!

The embodiment of futility isn’t it!
Well here’s another, the silly season is about to start. Winter travel – when the (big?) retail travel numbers are made and the ‘catalogue ads’ start. Here’s what most of it will look like: 
Cancun $1199
Puerto Vallarta $899
Jamaica – all inclusive $1999
Bla Bla – $399 
Great stuff isn’t it? If you are going down that route I hope you have some major supplier co-op dollars because the only thing you are doing is marketing their product in the hopes that a customer will pick YOU over another ad with the same or lower price. The supplier always gets the business, through your agency or another, doesn’t matter.
And it gets even more frustrating. Any perception customers may have towards your niche or unique selling proposition, goes right out the window because you just told them your service is the same as everyone else’s in that newspaper. The only comparison is price and as a rule, you have very little control over that.
Can we get a little more creative please? I’m no ad writer but let’s assume that we are a couple of girls or a small group of friends in their mid-twenties, arguably in the more price sensitive portion of the market, and you saw these two ads. Which would you pick? 
Cancun $1199
Or
Our Cancun vacations have been scientifically designed to attract maximum attention from the opposite sex! They include a 2 page guide to Cancun nightlife written by Skanka, our resident disco-hound. 

I bet that you’re going to get way more traffic from the second one! Get creative! Next blog: Carpet-bombing your e-mailing list with a copy of your home page! Yawn…