Creating trendy beach advertising has become a hallmark of summer, with logos appearing on items ranging from water bottles to beach umbrellas that are given away to consumers.
This year new additions to the mix include branded baby toys and even the ability to put ad messages in bottles for beach-goers to find.
To find out how to get your client’s message into the hands of consumers while they relax on the beach, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
Ads displayed on items like toys and beach towels that are given away to swimmers and sunbathers.
Who
There are several companies offering beach giveaway programs. For this article Media Life spoke with Montage Billboards, headquartered in Brooklyn, N.Y., and GoGorilla Media in New York.
How it works
Advertising messages are printed on beach towels and beach toys that are then distributed free to beach-goers. Branded toys include beach balls, Frisbees and sand buckets with shovels and a variety of baby toys.
Lounge chairs, canvas beach bags, flip flops and sunglasses are also branded for distribution.
Advertising messages delivered in bottles left on the beach by street teams posing as mermaids is another possibility, says CEO Elan Nissim.
“We can put paper notes in bottles on the beach. When people come to the beach in the morning they find them. Like ‘McDonald’s is 99 cents today.’ We’ve done it in Europe. We can do it here.”
Creative is usually provided by the advertiser. “They do it. If they don't, we can,” Nissim says. “We have a large production team.” Text and graphics can be used.
In the case of branded towels, their size, shape and color can be customized to tie into creative or the product logo. Their appearance can be coordinated with other giveaway items like beach umbrellas.
Towels are printed on one side. The most common sizes are 70 inches by 40 inches and 80 inches by 45 inches.
The entire surface of beach umbrellas can be branded.
Additionally, 2 feet by 4 feet flags printed with advertising messages can be placed on the beach.
Street teams distribute the towels and toys on the beach. Teams work out of customized promotional tents. Service is turnkey. Beach towel and toy programs are available year round in some markets.
Markets
Virtually any beachfront market can be served, Nissim says. “New York, Los Angeles, Orlando, anywhere you see beach. And if there’s no beach, you can do it in Times Square.”
How it is measured
Attendance numbers are often available for public and private beaches. It’s up to the advertiser to seek measurement figures to determine impressions.
The impact of giveaways that are reusable, like beach umbrellas and towels, often extends throughout the season and even into future seasons when recipients return to the beach or use them in other settings.
What product categories do well
Beverages including bottled water, entertainment, water sports and fashion, fast food, vacation and travel and beach items like sun block and sunglasses are top categories.
Demographics
Groups can be targeted by location. For instance, some beaches are used more heavily by families and others by singles.
Making the buy
Lead time is six weeks.
Who’s already on beach towels and toys
NBC is a recent advertiser.
Web site info
Montage Billboards at www.montagebillboards.com
GoGorilla is www.gogorillamedia.com
Etc.
GoGorilla Media implemented a message in a bottle campaign for ABC to promote the television series "Lost." Thousands of "Lost" branded bottles were placed on beaches in Los Angeles and New York.
See the Media Life archives for other beach media:
-Your message high in the sky on a kite, July 10, 2006
-Your client on beach umbrellas, June 28, 2004
-Your client as waterboy to thirsty hordes, June 20, 2004
-Parade your client around the beach, May, 17 2004
-Putting your client on beach blimps, June 11, 2001
-Life’s a beach, so put your client there, May 28, 2001
