Fort Lauderdale to Pop Up in Big Apple
By DOUGLAS HANKS III
Next winter, Manhattan shoppers will be tempted -- and taunted -- by all things Fort Lauderdale.
The Greater Fort Lauderdale Convention and Visitors Bureau plans to borrow a guerrilla-marketing tactic from Wonderbra and open a ''pop-up store'' in New York City in January to tempt the frigid with visions of a Broward County vacation.
The temporary shop will offer flip-flop giveaways, lifeguards offering weather reports from Fort Lauderdale, and clerks wearing bathing suits and pointing customers to computer stations where they can book their Broward getaways. Organizers haven't decided yet whether to actually sell merchandise there.
The bureau's New York marketing firm, M. Silver Associates, came up with the idea after watching retailers Target, Federated Department Stores and even Wonderbra have success generating buzz for their products with the mini-shops. M. Silver President Virginia Sheridan thinks Fort Lauderdale will be the first vacation destination to try the tactic.
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