In Transit Blog: In a Marketing Stunt, the Destinations Are Unknown

Written By Unknown on Selasa, 16 Juli 2013 | 17.36

From Monday to Thursday last week, Terminal 8 at Kennedy International Airport in New York was the site of a very unusual marketing stunt by Heineken called "Departure Roulette."

Representatives from the Dutch brewer set up a giant green departure board in the terminal area. They then asked a handful of travelers if they'd be willing to cancel their current trips for the chance to fly to some exotic destination selected randomly from the day's departing flights.

On Thursday, a woman in her 40s from Wisconsin who had planned to visit a college friend in New York instead wound up on a free trip to Faro, Portugal — a place she had never heard of. Similar scenarios played out all week. (Travelers were not compensated for the original trips they had to cancel.)

The logistical and legal considerations for such a stunt were extensive. Representatives fanned out through the terminal, looking for travelers between 25 and 40 who seemed curious-minded and not under a huge time crunch. If interested, a traveler would sign a waiver and then his or her name was entered into a random drawing, with a winner chosen every hour or so.

"This was an experiment," said Bram Reukers, a Heineken brand manager. "The people had to change their plans, drop everything and go someplace completely new. Only a few people were actually interested."

Those who were selected approached the Heineken departure board with some trepidation and then pressed a button causing a split-flap display to flutter before revealing their new destination. One man who had missed his flight to San Diego was sent to Chiang Mai, Thailand. "The reactions were all over the place," Mr. Reukers said. "Excitement, adventure, a feeling of 'What am I going to experience?'"

The effort is meant to bring attention to the company's "Dropped" video Web series, which chronicles the adventures of four young men who are blindfolded and then dropped, often by helicopter, in remote areas of the world.


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