Friends, how are you?

Air Canada has come out with a new service to “ease travellers worries.” Called On My Way the service offers travelers that have had their trip interrupted protection.

Protection in what form and from what exactly? According to the Air Canada website if you’ve been affected by harsh weather conditions that cause delays, flight and plane issues that force cancellations or pretty much anything else that restricts you from getting off the ground…then On My Way will provide assistance.

When you’ve signed up for this service you receive a special number to call. Calling that number a “special customer service agent” will rebook you on the very next flight (so you get dibs on that) and arrange for complimentary accommodations and means (that’s right, they foot the bill).

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In case you haven’t noticed more and more companies have been using ‘guarantees’ in their marketing.

The art and power of the guarantee is nothing new. Direct marketers and advertisers the world over have included guarantees in their offers for centuries.

While I surely wasn’t around back then…I’d wager that 200, 300, heck, probably even 500 years ago people tradesmen (yes, I’m sure there were tradeswomen as well, but allow me to keep this simple for now) were offering guarantees of satisfaction on the products and services they sold in one form or another.

No, I’m not implying they all did, likely there were only a few in each town that were brave enough to place a guarantee on that which they sold.

These days there are still only a few in each industry that incorporate a guarantee into their business models. But that is slowly changing.

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