A sunny oasis on a cold day in NYC
Passersby forget the frigid temps by romping on a makeshift beach
February 17, 2016
It was a very frigid Valentine’s Day in New York City.
In fact, it was the coldest Feb. 14 on record, with temperatures dropping to an all-time low -1 degrees.
That made it an excellent time to go to the beach. Or, rather, to have the beach come to frozen NYC residents looking for some warmth.
That was the idea behind a cute alt media stunt that took place in the city over the weekend.
A promotion for a resort, it brought the fun and feel of the beach to NYC, if not the beach temperatures.
What was promoted
Paradisus Resorts, an all-inclusive resort with locations in the Dominican Republic and Mexico.
Who was behind it
DKC, a public relations agency
Why this stunt
To remind New Yorkers during this cold time of year that it’s possible to escape to a warmer locale.
The stunt took place Friday, Saturday and Sunday.
How it worked
A truck was dispatched to two sites in the city, Times Square and Union Square.
Inside, a band played, surrounded by fake palm trees.
Outside, Paradisus street teams set up various things to make the area look like the beach. They included hammocks for people to laze around in, sand, beach umbrellas, beach chairs and hot drinks. (As much fun as cold drinks are, that just wasn’t appropriate for the freezing temps.)
People could also take pictures with beach- and Valentine-themed props in a photo booth. Those photos could be shared on social media with the hashtag #BESUNNYMobile.
How it was received
With many smiles, though not a lot of media coverage.
It’s hard not to be amused by a beach in the middle of the city, and Twitter was full of digital postcards with the promoted hashtag from the event.
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