The Hired Hand – Not just another blah-blah-blog

April 12, 2014

My smartphone was lost… and I was lost without it

Filed under: Culture,Email marketing — Darcy Grabenstein @ 10:44 am
Tags: , , , , , ,

iPhoneby Darcy Grabenstein The other night, I thought I lost my smartphone at the gym. Sheer panic set in. For those of you who are parents, you know the feeling. I’m not equating losing a phone with losing a child by any means, but the initial symptoms are similar. A sickness grabs the pit of your stomach. I didn’t realize how much I rely on my smartphone until I thought it was missing. I felt almost as if I had lost a part of me. In addition to the traditional phone contacts, I’ve uploaded playlists for teaching Zumba. I have all my information loaded in a fitness app that I use every day. I have message threads from my family that I’ve saved for sentimental reasons. I’ve got my email accounts synced. I have dozens of apps downloaded for convenience. All that could’ve been gone — poof! — in a flash. And then there’s the issue of unauthorized access to my data, although my phone locks after a few minutes of idleness. I’m not alone in my dependency on my smartphone. We’re so tethered to our mobile devices, that it’s hard to imagine life without them. The statistics speak for themselves. According to Pew Internet Project research on mobile technology, as of January 2014:

  • 90% of American adults had a cell phone
  • 58% of American adults had a smartphone
  • 32% of American adults owned an e-reader
  • 42% of American adults owned a tablet computer

Marketers can’t ignore the fact that more and more consumers are accessing their information on mobile devices. Emails and websites must be optimized for mobile. Whether it’s adaptive or responsive design, it’s responsible design. It will become the norm, not the exception. BTW, I found my smartphone hiding in the cup holder of the elliptical machine, exactly where I’d left it. Now if only my glasses had a homing device….

February 28, 2014

Using cause-related emails as a PR tool

Filed under: Branding,Email marketing,Public Relations — Darcy Grabenstein @ 12:55 pm
Tags: , , ,

by Darcy Grabenstein

Many companies use cause-related marketing to boost their brand image, build goodwill and create positive PR. This is widely apparent at holiday time and during October, for example, as businesses jump on the breast cancer awareness bandwagon.

Following are several examples of how companies employ cause-related marketing in their email campaigns.

Bon-Ton

Bon-Ton wisely incorporates social media into this anti-bullying campaign, using both Facebook and Twitter (even asking for a retweet). The subject line, although a bit long, is designed to attract anyone who wants to join in the (virtual) fight against bullying or who simply can’t resist a contest: Support STOMP Out Bullying + enter for your chance to WIN!

While the email audience is likely parents, not kids, Bon-Ton also encourages subscribers to send a text for discounts. Bullying has become a hot topic lately, and the moms who receive this email probably will give Bon-Ton a few brownie points.

Bonton email - stomp out bullying


Calvin Klein

Calvin Klein includes a celebrity endorsement – from model Christy Turlington – in this striking email. The fact that the email is in black and white makes it stand out from others in the inbox. The subject line is as simple and straightforward as the email itself: Calvin Klein Supports Every Mother Counts. However, the preheader is basically a repeat of the subject line. Instead, CK could have stated the offer: We’ll Donate $1 for Every Bra Purchased.

Calvin Klein email - every mother counts

Alex and Ani

This email also captures your attention, but with a strangely compelling image. Who knew monkeys were so fashion conscious? Alex and Ani is betting on the hope that its subscribers are environmentally conscious, too. The email is a perfect example of how to tie in a cause to your product line. And the subject line – Monkey around for charity – and headline add a lighthearted touch.

Alex & Ani email - animal welfare

AT&T

Most of us can agree that texting and driving can be a deadly combination. This email from AT&T promotes its participation in the “it can wait” campaign. The dynamic subject line of this email is an effort to personalize the message: [First name], take the pledge to end texting and driving.

While I’m not convinced that a pledge alone will keep people from texting and driving, I applaud AT&T for taking part in this educational campaign. (However, pledging via Facebook for all your friends to see is a clever option.) What’s truly admirable about the website is that the sponsors’ logos are not plastered everywhere. In fact, the “Champions” (sponsors) are accessible from a link in the footer. (Other sponsors include Verizon, Sprint and T-Mobile, among others.) The campaign, apparently geared more toward teen drivers, includes the hashtag #itcanwait and video endorsements from the likes of One Republic, Demi Lovato, Olympian Gabby Douglas and more. Other videos, on the par of those you might remember from your driver’s ed days, are also featured. There’s even a simulator so you can see how texting impairs your driving ability.

AT&T email - don't text and drive

Brooks Brothers

This email does a nice job of driving traffic to retail stores. The subject line says it all: Ends Today – Enjoy 25% Off When Donating a Coat. And the headline has the double meaning of both physical and emotional warmth.

 Brooks Brothers email - give a coat, share the warmth


Belk
 

Belk also drives traffic to its stores, but takes it a step further by emphasizing support for the local community.

Belk email benefitting local charities


Walmart

Walmart leaves me wondering how I can help fight hunger. Personally, I’d like a few more details before I click through to its site.

Walmart email - help make a difference for hungry families

Ethan Allen

While I give credit to Ethan Allen for offering a discount, I’m not sure 20% is enough for victims of Hurricane Sandy. The subject line reads: Still recovering from Sandy? We’ve extended our special savings offer. (Full disclosure: I’m a New Jersey resident.) The question is whether those hit by Hurricane Sandy would even have Internet access, depending on when this email was sent and how long the offer ran. To truly reach those most impacted, the email could have included wording along the lines of: Know someone who is a victim of Hurricane Sandy? Share this information with them today!

Ethan Allen email - discount for Hurricane Sandy victims

H&M

“Join us in global change. Vote to make a difference” reads the subject line. The H&M Conscious Foundation asks subscribers to vote on which three initiatives it should support. I find this interesting, as H&M in the past has been the focus of complaints regarding labor violations in Third World countries.

H&M email - vote for your favorite cause


Jos. A. Bank

With all-American colors – and even a photo with an American flag in the background – this email plays to the patriotic pride of its subscribers. The rather long subject line spells out the promotion: Buy 1 Suit, Get 2 FREE + ‘Give’ 1 to a Returning Veteran.

Jos. A. Bank email - helping veterans

Stella & Dot 

Stella & Dot follows suit (pun intended) with this subject line – Support our troops – and offer:

Stella & Dot email - support our troops

Michael Kors

Michael Kors uses an indirect product tie-in to its campaign against hunger.

Michael Kors email - campaign against hunger

Warby Parker

Following in the footsteps (pun intended again!) of TOMS shoes, Warby Parker donates a pair of glasses for every pair purchased. By the way, TOMS also donates glasses as well as shoes.

Warby Parker email, donating glasses to those in need

Juicy Couture

Instead of featuring a photo of a needy child, Juicy Couture features a photo of Lydia Hearst. Who is Lydia Hearst, you ask? Obviously the subscribers know who she is, since the subject line is: Lydia Hearst hearts Operation Smile!

Lydia Hearst is an actress, fashion model, columnist…and, yes, socialite and heiress to the publishing fortune. As someone who has developed materials for a company in support of Operation Smile, I have to wonder about this approach and can only assume that it resonates with Juicy Couture’s audience.

Juicy Couture email - Operation Smile

Supporting a cause is commendable, but it works even better when the cause ties in to your company’s product line. Asking subscribers to join you in the effort increases the likelihood for buy-in, and creates a sort of team spirit. I would suggest that, depending on the size of your company, you focus on a single cause instead of diluting the effectiveness across several causes. And any time you can share a personal story of how the campaign positively impacted someone’s life, it creates an emotional pull that draws in your subscribers.

February 14, 2014

Mattress Marshals saves the day… er, night!

Filed under: Consumer products — Darcy Grabenstein @ 1:46 pm
Tags: , , ,

Pile of mattresses

by Darcy Grabenstein

The “average” American sleeps about six to seven hours a night, so finding the perfect mattress is important.

My husband and I have yet to find the perfect mattress.

Our saga reminds me of the Hans Christian Andersen tale, “The Princess and the Pea.” Even after piling 20 mattresses on top of the problematic pea, the princess still couldn’t get a good night’s sleep.

While we haven’t resorted to 20 mattresses, we have topped our mattress with foam padding and two mattress covers. Soon, I’ll need a stepstool to get into bed.

I’m not writing to vent about any particular furniture store or mattress company. Instead, I want to tell you about the Mattress Marshals. (I’m not making this up, folks.) Mattress Marshals is an independent company that comes to your home to inspect your mattress and determine whether your issue is covered by the warranty.

This is a valuable service, as it avoids any we-said/they-said regarding consumer complaints. The company provides measurable, quantifiable reports.

I guess you could say Mattress Marshals specializes in undercover operations.

So what’s next in terms of consumer protection? The pillow police (to make sure you don’t remove tags before their time)? The comforter cops?

As a consumer, many resources exist to resolve product complaints. You just need to do a little research. Thanks to Mattress Marshals, we’ll be receiving a new mattress within a week. So if you need mattress mediation, help is available.

I rest my case.

Image: Flickr/Eric Abderhalden

February 11, 2014

My predictions eerily came true

Filed under: Data,Direct mail — Darcy Grabenstein @ 10:54 pm
Tags: , , ,

Bank of America logo

by Darcy Grabenstein

In my recent post about Office Max sending a direct-mail piece addressed to “Daughter Killed in Car Crash or Current Business,” I posed similar possible scenarios. I pondered the ramifications of a marketing piece addressed to “Overweight mother of three” or a rehab clinic sending an email with the subject line “Fallen off the wagon again?”

Well, my predictions became reality when Bank of America sent a credit card offer addressed to “Lisa Is a Slut McIntire.” The insult didn’t end there; the personalization also was repeated inside the mailer itself.

I can’t help but chuckle. This incident reminds me of the heyday of “Saturday Night Live,” when Dan Aykroyd and Jane Curtin traded barbs during the Point/Counterpoint skits. His responses to her began with “Jane, you ignorant slut.”

Luckily for Bank of America, McIntyre was somewhat amused as well. Not worried that her reputation would be tarnished, McIntyre promptly posted images of it on Twitter. The bank responded with an apologetic Tweet, and a staff member followed up with a phone call.

The data dilemma apparently is linked to the Golden Key International Honour Society, which was doing a joint promotion with the bank. In any case, it’s Bank of America and the society, not McIntyre, who should be worried about reputation.

I said it before and I’ll say it again: Companies need to do due diligence when it comes to data.

February 4, 2014

Tag(line), you’re it – the ultimate mix-’n’-match game

Filed under: Advertising — Darcy Grabenstein @ 12:11 am
Tags: , , ,

by Darcy Grabenstein

With the Super Bowl ads only hours behind us, I couldn’t help but turn my thoughts to some of advertising’s most memorable – and some perhaps most questionable – taglines.

One of the more questionable that comes to mind is “RAID kills bugs dead.” Isn’t that a bit redundant? As my sons would say when one of us unsuccessfully tried to one-up the other with a joke, “You killed it.”

Let’s take a look at some truly killer ad slogans, but with a twist. I’ve assigned them to brands that I think would be much more appropriate.

After all, industry experts would tell you that a great ad slogan shouldn’t be generic. In other words, you shouldn’t be able to simply insert any company name and the slogan would still be applicable. Of course, Nike turns that theory on its head with its famous “Just Do It” campaign. You could, in fact, substitute just about any other company and the phrase would work equally well. Alka-Seltzer. Just Do It. … Expedia. Just Do It. … XYZ Grad School. Just Do It. I rest my case.

So if you’re ready for some post-Super Bowl fun and games, let’s get started.

got_milk

Got milk? (California Milk Processor Board) —-> Evenflo® Breast Pump

Don’t leave home without it. (American Express)
—-> Hardware store duplicate keys

Where’s the beef? (Wendy’s) —-> Chippendales Male Revue Las Vegas

You’re in good hands with Allstate. —-> Massage Envy

You’ve come a long way, baby. (Virginia Slims) —-> Hospital Birthing Center

We bring good things to life. (General Electric) —-> Cryogenics facility

The quicker picker-upper. (Bounty) —-> Red Bull

Take it all off. (Noxzema) —-> Nudist colony

Just do it. (Nike) —> Just Dew it. (Mountain Dew)

And my personal favorite:

We try harder. (Avis) —-> (drum roll, please) —-> Viagra.

Can you think of any ad campaigns you think would be better suited for another company? If so, share them here.

Let the games begin..

January 31, 2014

What small businesses can learn from Super Bowl ads

Filed under: Advertising,Branding — Darcy Grabenstein @ 2:35 am
Tags: , ,

by Darcy Grabenstein

Small businesses may not be able to foot the $4 million for a 30-second Super Bowl spot, but they still can learn a few things from the big guys.

Brand building

Brand_Loyalty

Super Bowl ads are often more about branding than selling. Think
back to last year’s Super Bowl spots. Chances are, you may remember the ad but not the company it represented. Or the company but not the product.

Not every marketing effort has to be about selling a product or service. It also can serve to build your brand. While these marketing efforts may be more difficult to tie to the bottom line, over time you’ll realize their value.

Exposure

Last year’s Super Bowl had over 100 million viewers in America. That’s a lot of exposure. Some viewers, like myself, watch the Super Bowl strictly for the ads (unless, of course, the Eagles miraculously make it to the showdown).

As a small business, you’ve got to know your target audiences – and which advertising channel is best for reaching them. Think quality, not quantity. You could advertise in a medium that reaches thousands, but if none of them are your target audience you could be throwing away your advertising dollars.

Humor

A little humor can go a long way in advertising. Of course, many of the Super Bowl ads go heavy on the humor.

Humor can only work if it resonates with your brand. If, for example, a funeral home used humor in its advertising that probably wouldn’t go over too well with the public.

Use humor judiciously. It should be used to give your company/brand a personality; it should not be the focus of the marketing itself.

Emotion

Many of the most memorable Super Bowl ads are those that tug at the emotions. They capture moments that we all can relate to at some point in our lives.

Storytelling is how you bring emotion into advertising. It’s how you connect on a personal level with members of your target audience.

So, no matter which team you’re rooting for on Sunday, take a good look at the Super Bowl ads. Then see which advertising principles you can apply to your own marketing plan for 2014.

Photo: Flickr – One Way Stock

January 24, 2014

The downfall of data

Filed under: Advertising,Direct mail,Public Relations,Social Media — Darcy Grabenstein @ 3:44 am
Tags: , , ,

OfficeMax

by Darcy Grabenstein

Office Max has taken targeted marketing a bit too far.

The company is making headlines after one of its customers received a direct-mail piece addressed to “Daughter Killed in Car Crash or Current Business.” Unfortunately, the data was spot-on.

The recipient, Mike Seay, had lost his daughter in a car accident a year earlier.

So how did Office Max acquire this information and, more importantly, how did it end up on an envelope addressed to Mr. Seay?

Office Max is pointing fingers at a third-party data provider.

No matter how the error occurred or who’s responsible, the incident raises questions about the data industry as a whole. Data sellers – and buyers – need to be held more accountable for the use of customer information, particularly sensitive information.

Privacy has long been a concern among consumers, especially in terms of online marketing. This, however, was a traditional direct-mail promotion.

The point is, it’s not the channel that’s the culprit. It’s the methods of capturing – and using – data that need to be revisited.

Can you imagine a mailer promoting a weight-loss product being addressed to “Overweight mother of three”? Or a rehab clinic sending an email with the subject line “Fallen off the wagon again?”

Office Max (after a manager initially doubted the error when Seay called to report it) followed up with an apology. It issued a formal statement, and a company executive called the Seay family to offer a personal apology.

But an apology is not enough. Office Max needs to take the lead and ensure that this type of incident won’t occur again.

What turned out to be a nightmare for the Seay family doesn’t have to be a PR nightmare for Office Max. It simply needs to revamp its data collection procedures, and encourage other marketers to do so as well.

January 1, 2014

Jingle sells, jingle sells… the ho-ho and ho-hum of holiday emails

Filed under: Design,Email marketing,Writing — Darcy Grabenstein @ 5:58 pm
Tags: , , ,

by Darcy Grabenstein

As we start a new year, let’s take a look at Christmas emails past. The 2013 holiday season was filled with promotional emails galore. Here are a few that caught my attention.

Black Friday

Gymboree gets the award booby prize for one of the earliest emails, hitting my inbox on Nov. 4. Home Depot, Lillian Vernon and Skis.com weren’t far behind, sending holiday emails on Nov. 8.

Bebe brings it on with this headline: Bringing Sexy Black Friday

I’d like to give a shout out to these companies with subject lines that set themselves apart from the rest of the crowd:

Betsey Johnson
A Black Friday Offer You Can’t Refuse
Bon-Ton
☑Get your BLACK FRIDAY list ready | Over 500 Door Busters
Ready, set, click! Shop 500+ Black Friday Door Busters online.
$100 COUPON ends tonight! Black Friday Round ❷…
Current Catalog
❸ ❷ ❶ Black Friday Triple Offer Starts Now
e.l.f.            
☻☺☻☺☻☺☻ ☛
bbbbbbbbBBBBBLACK!
Ethan Allen
Black Friday Goes Red: Are you ready?
(I’m a sucker for alliteration…)
Fisher-Price
Black Friday Frenzy! 20% Off, Plus FREE SHIPPING!
(interesting how both the e.l.f. and Hartstrings subject lines were exactly the same; Hartstrings showed up first in my inbox…)
Hartstrings
bbbbbbbbBBBBBLACK!
Imagine Toys
Tech the halls
(and in true J. Peterman style…)
J. Peterman
Unequivocal Blackness Today – Up to 67% Off & Free Shipping
Jared
Gift Ideas She’ll Definitely Take A Shine To + Free Overnight Shipping!
Judith Ripka
Bling in the New Year with Judith Ripka
Magic Cabin
Black Friday savings with all the fixings
(That one gave me an idea for a subject line for a Black Friday reminder email:
A second helping of Black Friday sales)
Nasty Gal
BLACK OUT—40% Off All Black Everything!
Nicole Miller
Don’t Go Cold Turkey – Shop Our Sale. Up to 70% off.
The Container Store
Oh! Oh! Oh! FREE SHIPPING on Stocking Stuffers

Both Ikea and Mod Cloth had similar headlines with a play on words that captured both the immediacy of the offers and their value:
Ikea           
Seize the days
Mod Cloth
Seize the deal

Mod Cloth also wins points for including content as well. The subject line – Feast your eyes on 5 Black Friday Tips + our fab 50% off sale! – says it all.

Modcloth email

Other headlines that caught my eye:

Backcountry
This should jingle your bells
(perfect branding…)
Bissell
May all your holidays be clean and bright
J.Crew           
those stockings aren’t going to fill themselves

When it comes to content, Wal-Mart does it right. The subject line – Be prepared with your Black Friday Ad and Map – tells you exactly what to expect in the email. The email includes a link to a store map so shoppers can navigate the aisles (and crowds).

Wal-Mart email

Cyber Monday

Here’s one subject line that caught my attention, as opposed to all the Cyber Week and other offers out there:

Avon
Cyber Sunday! FREE Shipping & Up to 50% OFF!

And now for the emails that made my list of nice and not so nice…

Ho-ho

Fossil earns extra points for a compelling subject line – The feeling is virtual – and copy that pays off the concept, which is promoting e-gift cards.

Fossil email

Ugg also ties in its subject line – Looking for the perfect gift? You’re getting warmer – with clever copy:

Ugg email

Nordstrom also slips in a cute email selling slippers:

Nordstrom

Vineyard Vines manages to tie in product to the holiday with both subject line – Check it out! New Sport Shirts are in… – and headline/imagery:

Vineyard Vines email

Tiffany brilliantly builds on its brand equity (See? I told you I like alliteration):

Tiffany email

And Dwell Studio puts a clever spin on last-minute shopping:

Dwell Studio email

These emails use compelling design to convey Christmas messaging. Nicole Miller keeps you coming back with its 12 Looks of Holiday:

NicoleMiller

Shopbop promotes its holiday boutique with a unique visual:

ShopBop email

And J.Crew separates itself from the rest of the pack with this simple email:

J.Crew email

Ho-hum

Here are a few emails that made me go “Huh?” I think Bergdorf Goodman confused Christmas with Easter:

Bergdorf Goodman email

Neiman Marcus missed the mark with this one:

Neiman Marcus email

And Bumble and bumble lives up to its name. This email had me pulling out my hair over the headline:

Bumble

Now that Christmas 2013 is behind us, what are your New Year’s email resolutions for 2014?

December 14, 2013

We’re so sorry, Uncle Albert – heartfelt apology emails

Filed under: Uncategorized — Darcy Grabenstein @ 10:17 pm

by Darcy Grabenstein

First, let me send my sincere apology to Paul McCartney for using part of the lyrics from “Uncle Albert/Admiral Halsey.” I’m sorry if I caused you any pain.

As email marketers, we cringe over what can possibly go wrong with our deployments – typos, broken images, broken links. And we lose sleep at night over the even bigger bloopers – missing or expired promo codes, products that sell out before the promotion is over, website glitches and more.

Let’s face it – it’s not the end of the world (although it could be the end of a job, depending on the severity of the error).

What resonates with customers, however, is how your company handles such “whoopses.” A sincere apology – especially when combined with an additional offer – can go a long way to restoring trust in a brand.

In this example from Rocawear, the company speaks its customers’ language with “Our Bad!” The subject line – We Apologize – Take An Additional 10% Off – gets right to the point. What I find interesting is that Rocawear did not remove its sharing link at the bottom of the email. (Of course, promo codes like this end up on sites like RetailMeNot anyway.)

Rocawear - We Apologize - Take An Additional 10% Off

Humor can help turn a negative into a positive. This Forever 21 email is the cat’s meow:

SORRY! Our cat ate our website speed.

And this Lily Pulitzer email combines humor with genuine appreciation of its customer base:

Lily Pulitzer - We've taken party crashing to a whole new level

Sometimes an apology is expected/demanded, and sometimes it’s just a “nice to have,” as in this email from Bargain Catalog Outlet. When an item is unavailable, it’s more of an annoyance or inconvenience, so an apology email is simply a value-added gesture. The subject line draws you in: Ooops! Didn’t Get What You Wanted? … Please accept $10 OFF your order*. (However, not sure I’d include the asterisk in the subject line.)

Bargain Catalog Outlet email

Put “OOPS” in the subject line and you’re certain to attract attention, as in this one from Skis.com: OOPS – we didn’t mean to send that last email.

Skis.com email

The use of a Post-It® note in the email design is a cute way to say “We screwed up.” Skis.com does eventually apologize, inserting a bit of humor, but doesn’t include any special offer to make up for the mix-up. (I do wonder what the previous email said, though.)

From a public relations perspective, your mea culpas shouldn’t be limited to email alone. If the problem affected a majority of your customers, such as the site was down, an apology on the home page is probably a good idea. Your customers probably will take to the social networks to air their grievances, so you should moderate these and respond when appropriate.

Sorry if I got a bit long-winded here, but it’s an issue that I am passionate about. Forgive me?

December 11, 2013

WestJet publicity stunt puts the ‘Merry’ in ‘Christmas’

Filed under: Public Relations — Darcy Grabenstein @ 3:19 am
Tags: , ,

WestJet video

by Darcy Grabenstein

Kudos to Canadian airline WestJet, which staged the perfect holiday publicity stunt, complete with a virtual Kris Kringle. Here’s the video – narrated with a script mimicking “’Twas the Night Before Christmas.” The video included a Twitter hashtag as well: #WestJetChristmas. (My only criticism is that the apostrophe is backward on the introductory frame of the video.)

WestJet managed to give customers with a good feeling about not only the airline, but about the dreaded baggage claim area as well. The airline is certain to get a lot of mileage out of this one.

Here’s my humble homage to WestJet:

’Twas a day prior to Christmas, when all through the land
PR people everywhere proclaimed WestJet as grand.
The preparations were made by WestJet with care,
including a video, which thousands did share.

You see, the virtual Santa was more than a display
for the lucky passengers who flew WestJet that day.
He asked each one what they wanted to receive
before they boarded the plane and were to leave.

As the passengers were flying up in the air
(like Santa and his reindeer, if you must compare),
WestJet workers were busy making a list
to make sure no passenger’s wishes were missed.

They bought all the gifts, which they proceeded to wrap
and brought them to the airport in a snap.
When the passengers arrived on the WestJet plane
they didn’t know they were part of a PR campaign.

Young and old alike approached the baggage claim
and as the conveyor belt moved, they began to exclaim.
Expecting to find their luggage and bags,
they found something else (and later hashtags)…

Instead of their luggage they each found a gift
and – just like an airplane – their spirits did lift.
Low tech, high tech, even a big-screen TV,
the passengers’ reactions were a sight to see.

The geniuses who envisioned this caper in their heads
deserve a standing ovation – it goes unsaid.
And the employees who willingly played Santa’s elves
thought more of others than they did of themselves.

WestJet had some help with its PR tour-de-force
from Best Buy, Under Armour and other fine stores.
So I say to WestJet, which knows how to do PR right,
“You certainly made the holiday season more bright!”

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