Here comes a perfect example of setting the Brand Xpectations right and creating buzz. 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 best part is that this is fake airline, and the advertisement effort is being undertaken just to understand consumer response better! Though, given the current airline situation in the US, concept is not totally one that can be ruled out.
