Desperate times call for desperate measures, right? Maybe in certain situations. But when it comes to brand engagement in our era of financial fallout, desperate times call for tried-and-true, time-tested marketing techniques guaranteed to grab headlines, generate publicity and rope in new customers. In other words, break out the bikinis.
Australia’s Gold Coast and the tourism board in charge of getting folks to visit the destination have undoubtedly noticed that most of the planet can barely afford a trip to the gas station, much less a vacation Down Under. International tourism is in a real slump. So what is the country that gave us Olivia Newton-John to do? Well, Australia is now the proud Guinness Book record holder for the world’s longest bikini parade.
Yep, 357 women in two-piece bathing suits marched their way into the record books this weekend — and the Gold Coast did a happy dance for getting the destination major coverage and back on travelers’ radars.
“It reinforces the kind of fun and attractive culture the Gold Coast is famous for,” Gold Coast Tourism executive Martin Winter told UPI. “We heavily promoted the event through our media and social media networks because this appeals to the sort of people we are looking to get to the Gold Coast. All these images of fun, sun, sand and our beaches is something that connects with people on a lot of levels.”
Mainly it appeals to people on the horny-old-guy-who-likes-bikini-chicks-in-a-parade level, but hey… whatever works!
Besides, the brand created major news and even had the darn thing locally televised. The Gold Coast Tourism Board released some already hit video footage on its YouTube channel while the hashtag #BikiniParade became a hot topic on Twitter in Australia throughout the weekend. The Gold Coast used every digital and traditional channel to call attention to its plea for tourists. And certainly people are talking about it.
So, readers, in lieu of hiring 358 women in bikinis, what tried-and-true, attention-getting marketing technique are you willing to use?