Recently put to brand-pasture by bankruptcy, legendary airline retailer SkyMall is already back in action.
The Atlantic reports on the rapid resurrection.
It turns out, though, that we shouldn't have skipped over the "denial" part of things so quickly. Because SkyMall was not dead—not then, and, fortunately for consumers, not now. SkyMall would not go gently. #BringBackSkyMall, the brand's Twitter feed hashtagged its tweets—a stream of which have been steadily flowing, news of the bankruptcy notwithstanding, since January.
Last night, its triumphal return was sealed in a tweet marketing something described as "#hipster dog bed"
#LoveIt! RT @LauraKeeney: This is not a drill. I repeat, NOT A DRILL. @SkyMall is back. #CanDogsEvenUseHashtags pic.twitter.com/uB8DDsWacz
— SkyMall (@SkyMall) May 26, 2015
The brand necrophilia comes courtesy of "C&A Marketing, a New Jersey-based distributor and retailer that specializes in brand revamps" which paid $1.9m a few weeks ago for the company's remains. If you've bought something from the undead brands "Polaroid" or "Ritz Camera" lately, well, same folks.
A quick litmus test, of how good these guys are at marketing, fails hilariously:
Update: C&A Marketing writes in:
HI Rob
I read your article about SkyMall, and I just wanted to correct one thing that you have wrong toward the bottom. The image you show is actually Fuji cameras, not Polaroid cameras and has nothing to do with C&A Marketing. They are manufactured and sold by Fuji. Many people get them confused with Polaroid cameras.
Yes, indeed they do.
