The Sports Illustrated Group announced details for 'SI Swimsuit 24/7, From New York to Las Vegas,' a groundbreaking experiential marketing initiative dedicated to the highly-anticipated 2009 Swimsuit Issue. 'SI Swimsuit 24/7, From New York to Las Vegas' features the organization's first Swimsuit launch event in Las Vegas and the first Swimsuit branded airplane.
'This is a signature moment for the Sports Illustrated Group as we embark on a new program to provide customers with opportunities to extend their message utilizing Sports Illustrated properties and events,' said Mark Ford, President of the Sports Illustrated Group. 'The Swimsuit franchise is the perfect launch vehicle for this program and demonstrates how SI can create customizable solutions for our clients through any combination of print, digital, event marketing and property sales.'
Club SI Swimsuit, presented by the Las Vegas Convention and Visitor's Authority (LVCVA) is scheduled for February 12 at LAX, Las Vegas' hottest nightclub located in the Luxor Hotel and Casino. The party is the pinnacle event in a week of launch activities for the Swimsuit franchise. More than two dozen SI Swimsuit models featured in the acclaimed annual will be in Las Vegas for a day of autograph signings and events culminating with the launch party at LAX where guests will be treated to a live performance from six-time Grammy Award-winning recording artist John Legend.
'What better place to host the first ever consumer party for the Sports Illustrated swimsuit edition than fabulous Las Vegas,' said Terry Jicinsky, LVCVA's Senior Vice President of Marketing. 'Las Vegas is as vibrant as ever and the Sports Illustrated event will leverage the strength of both brands and provide a platform to showcase the destination's many amenities. Now more than ever, Las Vegas is the ideal destination to 'Take a Break.''
The models will journey to Las Vegas aboard 'SI One,' a Southwest Airlines Boeing 737-700, which will be wrapped in SI Swimsuit imagery. Southwest Airlines, will unveil SI One at LaGuardia Airport in New York City on Wednesday, February 11. On the evening of the 11th, Southwest will take the Swimsuit models and a traveling party from New York to Las Vegas for the launch. Beginning February 11, SI One will fly throughout the Southwest route system for a limited time. This marks the first time that Southwest has wrapped a plane virtually nose-to-tail in imagery.
'Southwest is always open to innovative projects that showcase our fun-loving personality,' said Linda Rutherford, Southwest Airlines' Vice President of Communications and Strategic Outreach. 'Partnering with Sports Illustrated to launch the 2009 Swimsuit Issue gives Southwest a larger-than-life opportunity to reach fans of the most well-known magazine issue in the world. It's also a clever way to remind travelers we intend to serve New York City from LaGuardia Airport in 2009.'
SI Swimsuit 24/7 is the first official production for the Sports Illustrated Group's new Experiential Marketing and Property Sales initiative. This enterprise will generate new Sports Illustrated, GOLF and SI Kids public and private events and properties. To support this vision, the SI Group has realigned internal resources and named Team Velocity AOR for property and experiential marketing asset development, production and sales. Additional programs and events will be announced later this year.
'SI Properties and Experiential Marketing will be focused on the development of franchise-wide, monetizeable property assets and work directly with clients to deliver a very customized solution,' said Andrew Judelson, Sports Illustrated Group CMO.
Keywords: Sports Illustrated.
This article was prepared by Journal of Transportation editors from staff and other reports. Copyright 2009, Journal of Transportation via VerticalNews.com.
