Because a lot of snow fell, travel retailer itravel2000.com will be handing out nearly free trips (travelers must pay taxes) to all customers using Montreal’s Pierre Elliott Trudeau International airport. The company’s promotion gamble hinged on 12.7 centimeters or more of snow falling in Calgary, Halifax, Montreal or Toronto on Jan. 1. The other cities fell short, but a total of 14.8 centimeters fell on Montreal and some travelers will see as much as $7,000 refunded. The snowfall could prove expensive for itravel2000, but in the increasingly competitive travel industry, the promotion was designed to lure travelers to book travel through the post-holiday doldrums. If the promotion proves profitable the company may choose to move it to summer — with a high temperature instead of high snow levels as a target.
