The Drum Awards Festival - Official Deadline

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By The Drum Team, Editorial

January 31, 2012 | 2 min read

Greater Fort Lauderdale Convention & Visitors Bureau launched its ‘defrost your swimsuit’ marketing campaign on Friday, transporting five large ice blocks into the Canary Wharf area.

The campaign, aiming to get Londoners to visit Fort Lauderdale, featured colourful swimwear encased in the ice blocks, to persuade the public to ‘defrost their swimsuit’.

The street team distributed complimentary lip balms, beach goodies and ice scrapers complete with competition entry details allowing visitors to win a seven night break to Greater Fort Lauderdale with Virgin Holidays. An advertising campaign also ran, including a taxi wrap, local press advertising, and a two week promotion with Magic 105.4 with on air placements and an online video highlighting the defrost concept with celebrity presenter Angie Greaves

Fort Lauderdale has also developed an iPhone app as part of the campaign, letting people who weren’t at Canary Wharf place a photo of themselves in a polka dot bikini or in an ice block.

Nicki E. Grossman, president of Greater Fort Lauderdale Convention & Visitors Bureau, said: “Following on from the success of the defrost campaign in Toronto and New York, we are delighted to bring the ice blocks to the UK – our number one overseas market.

“Through the overall UK campaign we are looking to showcase the destination’s tropical and accessible appeal and increase visitor numbers through this innovative approach.”