Starmark and the Greater Fort Lauderdale Convention and Visitors Bureau are looking to heat up Manhattan with a promo-driven push now being teased by 275 New York City taxis topped by giant pink flip-flops.
It's all part of the GFLCVB's "Sunny in the City," which launches Jan. 23-28, targeting chilly Northeastern markets -- and New York in particular.
Manhattan dwellers will soon have a chance to win a week of car service, with the grand-prize winner commuting in an SUV decked out in tropical designs.
In addition, the 5,000-square-foot wall above Toys 'R Us in Times Square will be wrapped in a scene of golden sands, blue skies and sparkling surf, inviting folks to "Slip into something sunny" and visit the client's Web site.
Other campaign elements are:
• A beachmobile with glass-enclosed seaside scenes.
• Street teams in colorful branded SUVs handing out branded ice scraper and iPhone wipes.
• High-tech rack cards that allow users to go online and enter to win a Fort Lauderdale getaway via a tap of their smartphones.
"The ambitious multimedia promotion is designed to showcase the latest and greatest Greater Fort Lauderdale has to offer New Yorkers, our number-one consumer," said Nicki E. Grossman, client president.
Added Starmark president Jeff McClelland: "With the inclusion of television spots, radio spots, print ads, Web banners and PR in the mix, this becomes a full multimedia, multidimensional blitz."
The GFLCVB spent $5 million in measured media last year and $2 million through the first three quarters of 2009, per Nielsen.