On Forth One at the moment you can enter a competition by naming your favourite thing about Edinburgh – arguably an interesting challenge, given its extraordinary abundance of riches, and steady flow of five-star international accolades. You’d be excused for thinking this is VisitScotland, exhorting the locals to get out more.
Curiously, however, the prize is a trip to the Lake District.
Well, there’s nothing like getting one’s creative ducks in row – and further investigation reveals the campaign is actually sponsored by First TransPennine Express.
Somehow I couldn’t see Coke offering a free Pepsi along similar lines – it would feel like the wrong sort of prize.