If you`re cheap, then you`re Hotwire.com`s kind of customer, according to a new national television campaign launched today.

The discount travel site`s two 30-second ads, produced by New York-based DeVito/Verdi, begin airing via national cable stations, including CNN Headline News, Fox News, CNBC, TBS, TNT, FX, AMC stations and the Weather Channel.

The Hotwire
ads make light of the extreme things people will do to save money, including swiping a sleeping passenger`s peanuts on a flight or spontaneously diving into a swimming pool for spare change. These “cheap” behaviors are accompanied by the campaign`s slogan, “You`re our kind of customer,” and Hotwire`s tagline: “Fly. Sleep. Drive. Cheap.”

The television ads run concurrent with Hotwire`s “Our Kind of Customer” national radio campaign, which launched April 7 via network radio and selected spot markets.

“We`ve seen a dramatic increase in our business since launching the national radio campaign,” said Ty Shay, Hotwire vice president of marketing. “By launching national TV, we`re significantly expanding our reach to take advantage of the busy summer travel season. These ads tell people that we understand their plight to find the lowest prices on travel - that`s why Hotwire is here.”

“People aren`t afraid of being cheap these days - in fact, “cheapness” is a bragging right in itself,” said Ellis Verdi, president of DeVito/Verdi Advertising. “With these ads, we`re telling people to embrace their frugal side.

Related stories on ITN:

(30/04/2003) Eland Technologies Assists Hotwire in GDS Switch

(22/04/2003) Hotwire.com Kicks Off Domestic Fare Sale

(15/04/2003) Hotwire Unwraps Discount Vacation Packages

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