If you’ve taken a ride on the CTA anytime this past summer, you’ve probably noticed the slightly distasteful panels above passenger seats advertising Weekendquickie.com. The website’s domain name, as well as the tag lines it has chosen to utilize must surely have convinced you that it was a dating website’s attempt to compete with the likes of Tinder. However, upon a quick visit to the site, it becomes clear that a “weekend quickie” is not a colloquial term for a casual hook-up, but actually a devious ploy meant to attract tourists to the city of St. Louis, Missouri. The site is structured in a similarly misleading fashion, allowing users to swipe left or right to choose which popular attractions are of interest to them. One can’t help but notice the heavy use double-entendres such as “hook up for a quick in and out” which actually refer to specific attractions, but, the question is: Do Chicagoans get the joke?
One cannot deny the ingenuity of Weekend Quickie’s layout, but if correctly analyzed, the format doesn’t seem to reach its most profitable audience. Because the advertising campaign is seemingly targeted at singles looking for a potential partner, if only for the weekend, it is inevitably setting the website up for failure. Weekend Quickie could be a useful tool for couples and families who might want to travel to St. Louis as fun outing, but, realistically, how many singles really want to go to St. Louis on their own? Especially those who resort to dating websites to find a potential partner. To make matters worse, the website seems to contradicts its advertising campaign almost entirely. Many of the attractions listed are clearly couple-oriented, but if one was in a serious relationship, why would they ever visit a website with a name like Weekend Quickie? Its almost laughable to imagine the reaction of a partner when their significant other informs them of a trip that they planned for the two of them on a dating-style travel website.
To be fair, the website did a good job in modernizing its layout, as it is optimized for mobile use similar to other successful social living sites such as Groupon. This is a good move on their behalf as their target audience is, after all, primarily young adults.
It is understandable why Weekend Quickie chose to go the route that they did, but it is very clear that they also did not attempt to put themselves in their target audiences’ shoes and see why their advertising campaign will turn away happy couples who are not looking for a “weekend quickie”.
Barr, D. (2014, July 2). ‘Weekend Quickie’ St. Louis ads target Chicago travelers – St. Louis Business Journal. Retrieved September 11, 2014.