Aeromexico campaign proposes “DNA Discounts” Favorite 



Jan 1 2018


The Internet

AeroMexico unveiled a program called “DNA Discounts,” which offers discounts on flights to Americans who can show by taking a test that they have Mexican DNA.

The amount of the discount depends on the percentage of Mexican ancestry. For example, a person who has 15% Mexican heritage qualifies for 15% off.

The campaign was created by Ogilvy and never picked up by Aeromexico, touted what it called a “DNA discount” incentive for travelers flying into the country via Aeroméxico. In a series of interviews, the airline sought to entice residents of the Texas town of Wharton, around 300 miles from the U.S.-Mexico border, to visit Mexico through the use of genealogy testing — the greater the percentage of “Mexican DNA” each resident had, the ad boasted, the greater the discount they would receive on a flight to Mexico:

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