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Music videos, TV commercials and customer service

We can always learn from good events. So when they occur, they’re worth noting.

For example, BRP’s hot new Sea-Doo Spark has landed a starring role in the latest music video of pop duo Capital Cities entitled “One More Minute.”

According to Ryan Merchant, half of Capital Cities with Sebu Simonian: “This song is high-energy and musically colorful and we wanted to create a visual escape using a dreamlike summer lake set with Sea-Doo Sparks to provide the happy upbeat contrast to the emotional storyline of the video. The Sea-Doo watercraft epitomizes summer fun.”

Logically, “One More Minute” is also the soundtrack for “Spark Some Fun,” BRP’s energized broadcast commercial. Just as Capital Cities is a hot up-and-coming band, the Sea-Doo Spark is a hot, colorful, sexy machine BRP has introduced at a great starting price of $4,995. Kudos to BRP for innovation that brings down the price of getting into boating. And just go to www.youtube.com and search the “One More Minute” music video.

Meanwhile, boating is center stage in a new TV commercial for Celebrex, a prescription medication for arthritis. The commercial takes place on the water with a family enjoying a bow rider, anchored up, jumping off the platform and swimming. It makes boating look very inviting and, in fact, if the narration about Celebrex was muted, it could be a “Discover Boating,” video, it’s that good.

Seeing boating in positive way in commercials, videos, TV programs or movies is good stuff. As an industry, we should aim a “We Got Boats” message to ad agencies and program producers — when and wherever they need one, we can deliver.

Great outcomes can also result from unexpected good customer service. Here’s a good example: Storms diverted a recent Denver-bound Frontier Airlines flight into Cheyenne, Wyoming, where the plane was stuck on the ground for several hours. Pilot Gerhard Bradner, concerned for his passengers, called the local Domino’s Pizza and asked for fast delivery of 35 pizzas. The driver handed the pizzas to the flight crew that distributed the boxes and slices to the passengers. It’s a good bet that in spite of the inconvenient delay, those passengers will book Frontier again because of Capt. Bradner’s extra efforts.

Meanwhile, “Honor Flights” bring World War II veterans, heroes mostly in their late 80s, to Washington in honor of their service for a day of visiting their memorials. Many are disabled, in wheelchairs and the like, but all heroes in the own right.

Recently, an “Honor Flight” on Southwest Airlines from St. Louis was set to return a group of veterans home that evening. An alert back to all St. Louis media from Karl Lund best describes what happened next.

“The unimaginable has happened with the Greater St Louis Honor Flight tonight in Washington. Severe weather caused the aircraft flying to D.C. to pick us up to be diverted from our airport. This left our entire crew and the Honor Flight hero passengers stranded.

“Standard protocol is to place all of us in a hotel and book us on available flights over the next 24 hours. ‘Not our heroes. Not on our watch!’ said Southwest. The airline dispatched a new aircraft with a new crew to pick us up from Washington at 12:30 a.m. and fly us straight to St. Louis!

“This is an extremely expensive move on Southwest’s part. They could've saved tens of thousands of dollars and put us in a hotel. But Southwest has done something that none of us (connected with Honor Flights) has ever heard of before. They did it for Greater St. Louis Honor Flight — they're getting our hero's home at all costs.

“Southwest Airlines deserves a lot of praise and recognition for this. St. Louis media, please flex your muscle and praise Southwest for this extremely costly decision to do the honorable thing for our nation's heroes. This unbelievable gesture shall not go unnoticed!”

Going the extra mile. It could possibly engender customer loyalty. It might even gain media coverage and public recognition. But it will always be the right formula for running a successful dealership.

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