I overestimated the number of people going for the bonuses. I was surprised to see in the WSJ article that Guy Booth, LatinPass program director only estimates 40 to 50 people going for the 1,000,000 miles. Even if LatinPass was paying 2 cents a mile/$20,000 per million, then $1 Million seems highly reasonable for an ad campaign. Add a couple of million more $ for all the 500,000 and 100,000 mile awards and it seems manageable. I really thought there would be more people going. Then again, the recent media attention may have increased the cost several fold which would not have been so manageable if they hadn't set a membership date cut-off.

[This message has been edited by satori (edited 03-25-2000).]