This next item is part rant, part rave and part media relations lesson. We recently were in Los Angeles for the annual FIATA congress and while visiting the exhibition area stopped an IT exhibitor’s booth – who shall remain unnamed (simply because my advertising colleague doesn’t want them to be too badly offended…tsche!) although we can say their name rhymes with that delicious Ukrainian specialty, perogy. Ohhhh yes we know…we’re so subtle. And so, we decided to try our luck at winning one of the iPads they were giving away.


<rhymes with perogy> This next item is part rant, part rave and part media relations lesson. We recently were in Los Angeles for the annual FIATA congress and while visiting the exhibition area stopped an IT exhibitor’s booth – who shall remain unnamed (simply because my advertising colleague doesn’t want them to be too badly offended…tsche!) although we can say their name rhymes with that delicious Ukrainian specialty, perogy. Ohhhh yes we know…we’re so subtle. And so, we decided to try our luck at winning one of the iPads they were giving away.

You see we don’t actually get paid enough (boss if you’re reading this…hint, hint, wink, wink) doing Belly Aches to go out and buy ourselves an iPad so our only hope is to win one. The idea – commonly employed at air cargo events – is to drop your name card in the bowl, chuck some plastic tipped darts at an electronic dart board and if you make it past a minimum score your card goes into the lucky draw at the end of the day. Simple enough. So, the Belly Achers march up to the very attractive young lady looking after the darts – we’re quite sure that’s part of the strategy, distract them so they won’t make it into the draw! – and pass her our card only to be asked: “Are you a freight forwarder?” “Well, no actually… we’re air cargo media,” we reply. “Oh, then you can’t participate. You must be a freight forwarder,” she sternly insisted, rebuffing all further attempts to explain how we are actually pretty connected to the freight forwarding industry since we write about it and for it as our audience, bla, bla, bla. At this point we were half way up the scale between gob smacked incredulity and outright indignantly offended.