medialifemagazine.com
In wintry Chicago, a Southern breeze
By Diego Vasquez
May 8, 2008 - 5:41:55 PM
If you live in Chicago, you know just how cold winter months can get, and more than most you'll appreciate the occasional gust of warm air from sunnier parts of the U.S.
And that was behind a campaign in the harshest of winter by the South Carolina Department of Parks, Recreation and Tourism.
The group's agency, the bounce agency of Greenville, mounted hot-air blowing hand-dryers along walkways of parking ramps in downtown Chicago.
The dryers were placed at head level. A sign invited passersby to a burst of warm air, compliments of the tourism group. “Press button for warm South Carolina breezes.”
The campaign ran from mid-February to mid-March.
“We wanted to bring our warm weather to a cold environment, and to truly interrupt people in their daily lives,” says Jennifer Famiglietti, vice president and group director of tourism at bounce.
Other elements of the campaign included a public phone kiosk that featured a conch shell instead of an actual telephone, with the tagline “South Carolina is calling,” and customized “men’s” and “women’s” restroom signs that depict male and female silhouettes leaving for vacation.
© 2008 Media Life
