TopRight, LLC and Major Airlines Create New Direct Connect™ Advertising Channel

Launching a new and innovative approach for marketers to directly connect with travelers

TopRight, a strategic marketing consultancy, announced today a partnership that allows them to distribute advertising and promotional offers to travelers flying on several major airlines.  Advertisements, which are in the form of a luggage tag, can be printed in full color with QR codes (Quick Response) or barcodes.  The tags, which can feature advertising on both sides, can be segmented by the destination of both domestic and international travelers.  A Direct Connect(tm) tag delivers an uncluttered, high impact message in a cost effective manner. It is a high-touch medium that has the potential for multiple impressions with a higher income consumer when they are thinking about travel. 
This unique and innovative channel allows marketers to reach travelers with highly targeted messages and relevant offers, making it an especially powerful medium for hotels, car rental agencies, restaurants, airport retailers, convention and visitor bureaus and other travel related industries.  The Direct ConnectÔ program activates thousands of airline system employees to place targeted promotional materials on checked bags in airports throughout North America.  Airline system employees handle luggage for multiple domestic and international airlines, covering hundreds of thousands of flights to cities around the world. 
American Express was one of the first advertisers to use this new advertising channel.  Their inaugural program promoted the American Express credit card on one million travelers’ bags and offered travelers a free checked bag on all flights.  American Express recently expanded their test to over 4 million promotional pieces.  The program now represents a key component within their fully integrated marketing campaign for acquisition of card members.  In addition, Samsonite Luggage is now in the process of completing their initial test programs.
“I am personally very excited about this partnership and what this new channel represents for marketers.  Direct Connect(tm) is an advertising channel unlike any other – reaching more travelers with relevant offers than any other entity in the world.” affirms Dave Sutton, Managing Partner, TopRight.  “TopRight and the airlines are ideally positioned to execute this strategy.” 
Direct Connect(tm) offers advertisers a turnkey marketing program from strategy to creative execution to performance measurement and tracking.  TopRight has the background and strategic experience to help marketers leverage the full potential of this innovative advertising channel.  For more information visit
Tim Kiss
About TopRight, LLC
TopRight is an Atlanta-based strategic marketing consulting firm that helps clients move their business up and forward in their competitive frame – to corner the markets where they choose to compete. Bringing big firm marketing management consultants together with Fortune 100 senior marketing executives, TopRight delivers strategy, creativity, execution, and analytics that drive business performance.  Because when revenue and operating profit rise together, businesses take their rightful place in the competitive set:  TopRight.  For more information, visit or converse with us via our blog – Corner the Market – at