The tough times pitch - McKinney

The tough times pitch

January 22, 2009

Skilled marketers know how to put rose-colored glasses on life. But even the best find such sleight of hand hard in a recession. More marketers are turning to the tough times pitch. Some approach the subject gingerly. Others put it front and center. Wry humor can work.

Travelocity hits the right note with its Silver Lining Sale. In a TV ad with production values reminiscent of public TV, The Roaming Gnome proclaims, “We know times are tight so we’re cutting the budget for this commercial and taking up to 50% off top hotels when you book a vacation.”