Air Canada did it this summer as well.
65 northern and small communities benefited, I dont recall all the destinations but pretty much all fares that were supppossed to register around $1250.00 registered as $250.00.
The bad thing was it was registered under the IATA computers and everything, so you could go to your travel agent and book it, expedia, whatever!
We bought so many tickets that day.
Such routes included: YZF-YYZ YZF-YUL YZF-YOW.