Tourism Remedy: 10,000 Free Flights to Japan

10,000 free tickets, goal to increase tourism by having people spread word of mouth recommendations of how they didn't spontaneously generate an extra limb on touching Japanese soil.

I wonder if this is the best use of funds. If they've figured out word of mouth is going to be an effective strategy, wouldn't 20,000 tickets at half price go further, even considering the extra good will that the second half off would generate?

I know I'd go for the half-off just as quickly as for the free.