Cybercritique: hits a bull's-eye with simplicity

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CRITIQUE: Don't know about your part of the world, but where I come from, February can be a pretty nasty time of year. Hail, thunder, lightning, snow, sleet and plenty of wind-all while walking back from lunch. Or perhaps you live somewhere like San Diego and hear all your non-West Coast friends complaining about the weather and realize that, for some reason, you miss having four seasons.

Regardless, many would agree this is prime time to get the heck out of Dodge-or Pontiac, Plymouth and Cadillac, Mich., for that matter. That is if you don't mind traveling in the dead of winter, when overhead bins fill with overcoats-not baggage; when it seems any flight that goes anywhere near anything resembling snow on its journey is delayed; and when no matter how many suitcases you pack, not one has the right clothes for the weather in your destination city., the leading Web travel planning site, is well aware of these facts and is running a set of simple, yet functional banners geared toward people who don't care where they go because all that matters is getting away from where they are. Too chilly in Chi-town? Too blustery in Boston? Too languid in L.A.? No problem. Pick a city of origin within the banner and fly straight to a page listing mostly dirt-cheap fares to escape your February rut.

We've repeatedly said banners don't have to be complicated to communicate. Travelocity is mainly concerned that your destination is Travelocity, not Expedia, and its banners will take you to a quick escape route from wherever you happen to be.

WHO CREATED IT: Richards Group's Click Here, Dallas

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