Ah, the iconic Toronto Santa Claus Parade. Legions of rosy-cheeked children anxiously awaiting Saint Nick’s appearance, parents armed with hot chocolate… palm trees and bikinis?
That last bit may seem out of place, but parade-goers and downtowners can get a fix of tropical weather—or, more specifically, the chance to warm up by heat lamps—as part of a new winter marketing campaign by the Greater Fort Lauderdale Convention & Visitors Bureau.
The promotion, which will feature an interactive “island” playground complete with sand and palm trees in the city’s Yonge-Dundas Square, is timed to make use of the high foot traffic that will accompany the nearby Nov. 20 parade.
The promotion will appear on four of the digital screens in the square and broadcast live footage of people making the most of the temporary beach. There will also be a live Twitter board.
The promotion will also feature 10 huge ice blocks that contain colourful swimwear and Sunny.org’s Beach Mobile, a “beach-on-wheels.”
Street teams will also disribute free lip balm and ice scrapers, and there will be chances to win Fort Lauderdale beach getaways care of Sunwing Airlines.
This “Defrost Your Swimsuit” marketing campaign is rolling out in Toronto before the States, said Nicki Grossman, president of the Greater Fort Lauderdale Convention & Visitors Bureau, in a release. That’s because, according to the bureau, Canada is Greater Fort Lauderdale’s largest international source market.
Has your brand or client ever tied a promotion to a popular local event? What were the results? Post your thoughts in our comments section.
