Dr Mumbo

Flying high with Seven

There are various ways of enticing advertisers to spend their marketing dollars.

qantas first

A vigorous discussion about the ROI of My Kitchen Rules

And Dr Mumbo notes that Seven West Media and affiliate Prime has seized upon a new plan…

You can earn Qantas Aquire points based on the number of advertising dollars you spend with the Seven family. (Aquire is the business scheme that sits alongside the main Qantas Frequent Flyer scheme.)

And it’s at a pretty generous rate too. Advertisers earn two Aquire points for every buck they spend on ads with Seven Network, The West Australian, Yahoo7 or Prime. Given that Aquire points can be exchanged for QFF points on a one-to-one basis, that means that a run-of-the-mill marketing campaign will earn the lucky marketing director the equivalent of a couple of first class trips to Europe and back. Which may explain why it’s so hard to get upgrades these days

Now some might say that all this might distract the marketer from making their media selections based entirely on ROI.

But Dr Mumbo would not be one of those people. He’ll be too busy making his selection from his Neil Perry-inspired menu.

Seven Aquire Qantas

And before media agency bosses get too excited about unrestricted access to the pointy end, the small print says the deal isn’t open to agencies “unless otherwise determined by Seven or Prime”. Which sounds like a good reason to pick up the phone to Kurt Burnette…


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