This winter, a small army of King Tut-costumed models hit the streets of New York, Philadelphia, Chicago, Detroit, Boston and Washington, DC during peak rush hours to promote the arrival of the King Tut exhibition to Greater Fort Lauderdale, Florida. As a symbol of the warm sunshine in Greater Fort Lauderdale, the King Tut characters were handing out branded "hand warmers" with a King Tut message and the Greater Fort Lauderdale website address to more than 30,000 people. M. Silver Associates developed and executed this creative guerilla marketing initiative, which also featured the attention-grabbing "Beach on Wheels" -- a glass enclosed beach scene with real sand, palm trees, sea shells and other beach decoration on the back of a 22-foot truck. MSA used the "Beach on Wheels" as a backdrop to weather segments that were secured in each market, including interviews with Greater Fort Lauderdale Convention & Visitors Bureau president Nicki E. Grossman. "These promotions," says Grossman, "are worth their weight in gold!"
This winter, a small army of King Tut-costumed models hit the streets of New York, Philadelphia, Chicago, Detroit, Boston and Washington, DC during peak rush hours to promote the arrival of the King Tut exhibition to Greater Fort Lauderdale, Florida. As a symbol of the warm sunshine in Greater Fort Lauderdale, the King Tut characters were handing out branded "hand warmers" with a King Tut message and the Greater Fort Lauderdale website address to more than 30,000 people. M. Silver Associates developed and executed this creative guerilla marketing initiative, which also featured the attention-grabbing "Beach on Wheels" -- a glass enclosed beach scene with real sand, palm trees, sea shells and other beach decoration on the back of a 22-foot truck. MSA used the "Beach on Wheels" as a backdrop to weather segments that were secured in each market, including interviews with Greater Fort Lauderdale Convention & Visitors Bureau president Nicki E. Grossman. "These promotions," says Grossman, "are worth their weight in gold!"
<< Home