like no other car in the world' does this beautifully for
Mercedes Benz. 'Britain's second largest international scheduled
airline' is a 'so what?' statement for the late Air Europe.
You might well say "I want a car that is engineered
like no other car in the world." But it is unlikely
you would say "I want two tickets to Paris on Britain's
second largest international scheduled airline!"
In America they say 'sell the sizzle, not
the steak.' In Britain they say 'sell the sizzle, not the
sausage.' Either way, it means sell the benefits not the
Since the tagline is the leave-behind, the
takeaway, surely the opportunity to implant a key benefit
should not be missed? Here are some...