We were really starting to believe that creativity in PR campaigns was gone forever, as evidenced by the growing number of companies taking the "shock value" shortcut and
inserting the F-word into their pitches for lack of a better strategy. (The most recent boob award goes to the start-up BigRedWire.com, which, in spite of its unique business
model, has chosen the adolescent launch slogan, "Fuhgdat.")
But our faith was renewed when we heard from WebMiles.com - or, more specifically, from its fictitious online partner, Rent-A-Relative.com. Realizing that its frequent flyer
perks wouldn't easily break through the clutter to score news coverage, WebMiles.com created an alter ego that would. The Rent-A-Relative service (which has its own dedicated Web
site) offers customers respite from family angst by providing "stand-ins" to attend family functions. The minimum fee for a four-hour gig is $100, but "pain surcharges" apply to
occasions lacking food and booze or involving dysfunctional dynamics, whiners or arguers. Did we mention that the site has strategically integrated links to WebMiles.com? And an
ad campaign that directs traffic to both sites? Now that's clever. We're still giving the stunt an "R" rating (kids shouldn't be subjected to the ugly truth about families until
they hit 18). But at least parental discretion is advised due to creative adult content - not gratuitous wordsmithing.