Monday, December 21, 2009


A reminder, given some of the subject matter here, that we make our calls purely on the communications and not on the underlying issue itself. Right then. I wanted to comment on this one last week, and fortunately it kept rolling right on into this one: Ashley Madison, the online dating outfit aimed directly at married people, approached the TTC about ad-wrapping several streetcars with the company’s logo and slogan line – “Life is short; have an affair.” The potential for the ad campaign got significant media play, driven largely by the debate about whether it was an appropriate campaign for a public agency to take on. Then the TTC rejected it, and that got even more coverage. Then Ashley Madison said they’re going to sue and … yep, another round of headlines and reiteration of the whole thing – including another printing of the artist’s concept of what the streetcars would look like. Whatever the proposed ad budget was is irrelevant – the earned media mileage Ashley Madison got out of the whole controversy was staggering. Touchdown.

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