Penury is a plus in a national campaign for Cheap Tickets Inc., a retailer of discount airline and hotel tickets. Two commercials show unpleasantly thrifty people, including a father who, returning home from a business trip, gives his daughter the gift of a bracelet-a luggage tag. The idea is that most travelers are looking for discount rates. The branding campaign is themed "Because you're cheap and so are we." Print and radio ads support the TV effort, via Colby Effler & Partners, Santa Monica, Calif. Copywriter: Ben Purcell. Art director: Michael Kadin.