Most companies only joke about some of the things that we seriously consider and often times do. When we were planning the launch party for our Christchurch route,we considered releasing 99 New Zealand sheep, painted red and with an x logo shaved into the wool into the city square to powerfully signify the NZ$99 fare. We began making plans for our founder, Tony Fernandes, to travel to Antarctica and plant an X flag at the pole. With so many old and boring airline messages out there today , we have to find more and more creative way to get our message around. Not every message is fun and games, but there is a lot of that in all we do. We recently made three television commercials for CNN targeting seasoned business travelers. Our most effective spot showcased a guy drenched by his water bottle because he forget he was seated in one of our flat bed seats when he sat back.