The Unexpected
When you travel by air and you need to check in your luggage, do you dread having to wait a long time to collect your bags after your flight? 
When I am travelling for work, I often check my luggage because I have a suit bag with all my business clothing. Depending on the flight, it either arrives quickly or I have to wait for quite some time.
While waiting for my baggage at the Montreal airport recently, I was struck by an ingenious way to advertise to those waiting for their luggage around the conveyer belt.
In the centre of the baggage pick-up area, there was a lightbox featuring an ad for UGG winter boots and footwear. This was timely considering the abnormally cold temperatures and wind-chill factor in Montreal at that time. What really grabbed my attention was the multi-level plexiglass display case with five featured cozy boots and comfy shoes. They looked incredibly comfortable.
It didn’t feel intrusive, like some advertising setups can be. Instead, it felt welcoming, and seemed to deliver this powerful message: “Here I am in cold Montreal, and I sure could use a pair of UGGs right now.”
How can you connect with your ideal customers in creative ways that are both inviting and unexpected?
Do you have a story to share about your experiences with marketing or advertising in a way you never experienced or expected before? Comment here.