It's hardly a new tactic. But it is cheap. And cheap is apparently what Cheaptickets.com, a unit of Chicago-based Orbitz Worldwide, wants. Cheaptickets.com has launched a "we're too cheap to advertise" contest.
The Web-based seller of discounted leisure travel products will award $50,000 in free travel to the person who creates the best 30-second commercial demonstrating how it feels to save with Cheaptickets.com.
The idea here, of course, is to circumvent the costs of dealing with a traditional ad agency and let a layman do the hard work of coming up with an advertising concept for Cheaptickets.com. It's certainly worked for other brands that have even managed to win over discerning Super Bowl viewers with ads created by consumers rather than ad professionals.
The winning spot in the Cheaptickets.com contest will air on the Travel Channel, which reaches more than 95 million United States households. For more information go to www.cheaptickets.com/commercials.