News and Press

Marktd.com Features Derrie-Air

06/10/2008

As reported by Five Blogs Before Lunch, a few ads were posted in the Philadelphia Inquirer and the Philadelphia Daily News for Derrie-Air (a new airline) that takes a different approach to flying.

Upon checking out the Web site, I was pretty amused to learn that the company's ticket sales are based on...the traveler's weight (body and luggage). Bottom line, the less you weigh, the less you pay. For example, $2.25/lb. from Philly to LA, $1.40/lb. from Philly to Chicago and so on.

They'd make a ton in the US market alone. What better way could there be to gain from Americans' fat-assedness? Other than lipo...few...there are few.

Part of the marketing ploy included planting trees to offset every pound of carbon expelled in running the operation. Genius, eh?

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Mopo.ca - Derrie-Air - The More you Weigh The More you'll Pay

06/10/2008

Derrie-Air - The More you Weigh The More you'll Pay

The magic comes from our one of a kind "Sliding Scale"-the more you weigh, the more you'll pay. After all, it takes more fuel-more energy-to get more weight from point A to point B. So we will charge passengers based on how much mass they add to the plane. The heavier you and your luggage are, the more trees we'll plant to make up for the trouble of flying you from place to place.

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Red Orbit Features Derrie-Air

06/10/2008

It's All in the Family
By Rick Steelhammer

DICK Cheney's implication last week that West Virginia's gene pool could use a new filter didn't shock me nearly as much as the fact that the usually dour veep made the remark while delivering the punchline to an actual joke.

While laughter from Cheney's stab at humor was short-lived, fallout from his West Virginia incest remark stuck around for at least three news cycles.

In a rare display of contrition by proxy, the vice president later authorized a spokeswoman to issue an apology in his behalf for saying during his appearance at the National Press Club that he had Cheneys on both sides of the family tree, "and we don't even live in West Virginia."

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Times-Standard Features Derrie-Air

06/10/2008

Phila. newspapers run ads about fake airline Derrie-Air
By DEBORAH YAO
The Associated Press

PHILADELPHIA (AP) - Derrie-Air has been exposed.

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's a one-day advertising campaign about a fake airline by Philadelphia Media Holdings, the papers' owner, and Quaker City Mercantile (formerly known as Gyro Worldwide) ad agency.

In light blue banners throughout the papers - as well as on their Web site, Philly.com - Derrie-Air cheerily trumpets its policy: The more you weigh, the more you pay. The ads direct readers to the Web site http://www.flyderrie-air.com .

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USA Today - Today in the Sky - Will airlines start setting fares by weight?

06/10/2008

Will airlines start setting fares by weight?

Would an airline really consider charging customers by their weight? That was a hot topic last week following an ad campaign last week for the fictitious airline Derrie-Air, which took out ads in Philadelphia newspapers promising to fly passengers for $1.40 a pound to Chicago or for $2.25 a pound to Los Angeles. Despite the tongue-in-cheek ad campaign, the "charge-by-the-pound" idea drew a lot of attention ... attention that comes as airlines are paying record fuel prices and are looking for any way possible to help offset those soaring costs.

"You listen to the airline CEOs, and nothing is beyond their imagination," David Castelveter, a spokesman for the Air Transport Association trade group, tells Bloomberg News in a story posted by the Detroit Free Press. "They have already begun to think exotically. Nothing is not under the microscope." Bloomberg writes Castelveter "declined to say what any individual airline may be contemplating, including charging passengers based on weight." Still, the fact that such a question would be posed underscores the fuel-cost challenges facing U.S. airlines.

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World Hum - Ethicists Are Ready to Kick Some Derrie-Air

06/10/2008

Ethicists Are Ready to Kick Some Derrie-Air

It seems some readers didn't like being the butt of the Derrie-Air campaign's joke.

Comments:
From a media ethics point of view, it does seem wrong for these papers to put an ad like this without a disclaimer. But from an ad campaign point of view, this argument about whether or not there should have been a disclaimer is sure to make the whole campaign an even bigger hit.

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