Travelers on selected Northwest and United Airlines flights are finding more than pretzels or a cookie in their in-flight snack pack. Many passengers this month have received an invitation to test drive the Buick Regal and receive frequent-flier miles or cruise discounts as their reward.
The offer is part of a "Supercharged Challenge" campaign developed by Momentum IMC, the promotional marketing division of McCann-Erickson, Troy, Mich., the national agency for General Motors' Buick division.
The Buick logo adorns the outside of the snack packs, accompanied by copy readying, "Regal by Buick. Official Car of the Supercharged Family."
Along with the test-drive offer, materials inside the pack outline vehicle highlights and competitive information pitting the Regal against several other midsize sedans.
The promotion also includes print ads in in-flight airline magazines and a segment about Buick on the in-flight video. -Tanya Gazdik