With a highly competitive offer running on holidays to Cancun in Mexico, BA needed concepts and copy for two radio ads. One should be targeted at the fun-loving, party-going 18-30 market; the other at the older and more discerning 30-45 customer. Given the usual legal stipulations, together with the requirements of the Mexican tourist board, this left around 15-20 seconds to communicate the package offer. These simple but very effective ads ran for two weeks nationwide, across most major commercial radio stations.