Greater Fort Lauderdale CVB Greater Fort Lauderdale Launches “Defrost Your Swimsuit” Promo in Times Square
Starmark and the Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) heat up Manhattan this week with a promo-driven push entitled “Defrost Your Swimsuit,” a campaign to entice New Yorkers to escape the bitter cold of the Northeast for sunny Fort Lauderdale. “We love New York and New Yorkers love us,” said Nicki Grossman, President of the GFLCVB. “We just wanted to give them a little extra nudge in our direction with some warm weather fun.”
Creating a visual impact in an overwhelming Times Square venue
Four blocks of ice lining the corner of Times Square, two suspending men’s swim trunks and two suspending bikinis, were on display Tuesday in Times Square to clearly depict it is time for the sun-starved citizens and visitors of New York to defrost their swimsuits and head south for the winter.
“When we saw people actually stopping to gape at the blocks of ice, we knew we had created something really special.”
“Times Square is overly stimulating from a visual perspective. New Yorkers have learned to simply walk through the clutter of messaging. So when we saw people actually stopping to gape at the blocks of ice, we knew we had created something really special,” said Dale Baron, Creative Director of Starmark. “The experiential piece came when people began positioning themselves behind the ice blocks as if they were wearing the swimsuits. It made for a wonderful contrast to the cold and the snow – and quickly became viral as people snapped photos and sent them to their friends.”
Turning real-life guerrilla marketing into social media gold
Led by Baron, Starmark’s creative team brought the entire guerilla marketing idea to life. According to Lisa Hoffman, Group Account Director of Starmark, the agency also worked with their PR partner, M. Silver, to maximize what was already scheduled and running in New York City. “We added elements that tied everything together in one place, Times Square, and made it all work harder for us,” Hoffman said.
During the event, Starmark also tapped its social media expertise and continuously streamed content directly to Fort Lauderdale’s Facebook page and tweeted details of the event, getting the message out to thousands of fans and followers instantly. And word spread quickly. Both New York and South Florida TV stations picked up the story, as did Florida’s official tourism site, VisitFlorida.com. Watch the following video to see the amazing results of this all-out media blitz that had freezing New Yorkers ready to ditch the snow boots and head to sunny Fort Lauderdale.
A brand-bridging activation that delivered real engagement and lasting impact
GFLCVB street teams also handed out Greater Fort Lauderdale branded ice scrapers and “Defrost your Swimsuit” cards in Times Square with scan tags that led consumers to www.sunny.org/findyoursunny via their smart phone for the chance to win a free trip for two to Greater Fort Lauderdale. Also by visiting the website, travelers can receive $100 off Greater Fort Lauderdale vacations with JetBlue Getaways. There were more than 1,000 contest entries on the website the first day alone.
On Wednesday, the street teams were out again, spreading the sunshine and handing out flip-flop cell phone cleaners in front of NYC’s Apple Store. Inside the store, all the iPads, iPhones and Macs were mysteriously set to GFLCVB’s website, www.sunny.org A giant Greater Fort Lauderdale beach scene billboard has also been installed above the Times Square Toys “R” Us store; and the popular and colorful Greater Fort Lauderdale Beachmobile, a beach on wheels, toured the city’s top sites and neighborhoods to add even more excitement to the event.
This effort delivered 2000% ROI
- Over 59 million impressions
- Estimated media value over $1 million
- Social media buzz with coverage from VISIT FLORIDA and beyond
- GFLCVB Social interest increased by 140%
- Watch2Win online recieved 14.9% direct response rate (industry average is 2.1%)