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SCMP Reporter

November is such a hectic month - not a single public holiday. A full 30 days without  a long weekend break in Bangkok or Macau.

So how do office workers make up for the disappointment? By surfing the travel websites  dreaming of next month's  break, of course.

And according to a recent survey conducted by Zuji, one of the portals catering for the needs of travel-hungry consumers, Tuesday is the most popular day for internet bookings.

The Singapore-based company has launched a campaign with the help of M&C Saatchi called De$tination Guru, which is causing a stir.

Last week, the travel portal advertised return flights to Singapore for  $499, an offer that shoppers snapped up within days.  This week, it has been  Taipei's turn, with return tickets going for $688. Half of them were bought on the first day.

Zuji also offers interactive online customers the chance to let destiny decide where they take a holiday with a 'pot luck' destinations slot.

box-office excess

McDonald's is doing all it can these days to distance itself from an unhealthy junk food image.

The latest campaign by the world's biggest fast-food chain to hit Hong Kong features  the upmarket  Fresh Choices Menu.

Advertisements  made by DDB show healthy, colourful backgrounds of lettuce and blueberries, with not a hint of the signature golden fries among the detailed nutritional analysis of salad, flatbread and yoghurt.

'The campaign focuses on the variety of new choices available and the high-quality ingredients used in our new menu,' McDonald's said. 'It represents another key milestone for McDonald's in fulfilling the brand promise of our 'I'm lovin' it' global campaign and providing an enhanced dining experience.'

Everything seems perfect. The campaign - available via TV, print, radio, internet and billboards - has been well received.

However, the timing could have been better, with the award-winning documentary Super Size Me due in cinemas this week reminding audiences of the perils of eating  traditional  fare from under the Golden Arches for 30 days.

counter revolution

Media buyer Starcom will soon be inviting bidders for a five-year television audience measurement contract for when its  current deal with ACNielsen expires  at the end of  next year.

The study normally focuses on ratings of free-to-air television programmes and commercials but the new contract  will be more demanding,  calling on researchers to address  issues including the pay-television market and digital television broadcasting, which could be launched as early as 2008.

'We hope the study will answer questions on development and the direction of the future TV industry,' said Starcom Hong Kong managing director Mabel Leung.

Interested parties should prepare their presentations for the start of next year  and Starcom will make a decision by July.

However, broadband television is not one of the areas  included in the  study. But don't get  Starcom wrong; it's not that the company doesn't consider stations such as  NOW Broadband  as an effective advertising medium, it's just that gathering reliable audience figures on such a medium is very difficult.

the rate divide

Television Broadcasts certainly came out worst in the war of words over  advertising rate  rises announced recently by the major stations.

The city's No1 broadcaster was accused of being 'greedy' in demanding an 18.8 per cent year-on-year jump in advertising rates while suffering from falling ratings and failing to air as many TV dramas as it had promised.

Incensed advertising industry bodies called for a press briefing on Friday at which TVB was accused of 'neglecting the consumers' interests'.

'It is just like we have booked a hotel room with a sea view but when we arrive at the hotel, everything has changed. There is no sea view, the room type has changed. The setting has changed. It is nothing like what we were promised. Can we go to the Consumer Council and complain?' asked a disgruntled Hong Kong Advertisers Association committee member.

However, industry insiders said it might have seemed like a united front against TVB but it was only really the advertisers who were unhappy, not the advertising agencies.

'The agencies may have been shouting but they were smiling at the same time,' a source said. 'The higher the advertising rates, the higher commission they can get. But they have to be seen to be supporting their clients.'

In other words,  only nibble the hand that feeds you.



Travel portals wish that every day was Tuesday