An ideal promotion that’s a homerun has several elements:
- It enables consumer sampling
- It’s a public service
- The appeal is to all ages and demographics
- It’s low cost or no cost and is self sustaining
And so, one of the best promotions I’ve heard about of late is between Miami Beach tourism, the Mount Sinai Medical Center and Destination Brands.
The proposition: 50 dispensers to distribute sunscreen lotion will be installed at different Miami Beach public pools, parks and beach access points near lifeguard stands. The sunscreen is free for anyone visiting the beach. The specific brand is MB Miami Beach SPF 30 Triple Aciton Sea Kelp lotion. This Miami Beach brand of lotion was launched last year by Destination Brands to capitalize on the Beach’s brand and tie in with the city’s Centennial celebration this year. The product, part of a line, is also sold in retail shops in Miami Beach and in some markets abroad.
Mount Sinai invested $25,000 to fund the dispensers. Destination Brands funds the sunscreen through revenues from the MB lotion sales.
The Beach gests a percentage of the sales revenue from this year. “It’s an opportunity for us to increase our brand awareness and generate some revenue,” said Max Sklar, director of the Beach’s tourism, culture and economic development in an article in the Miami Herald.
Sounds like a win-win-win for everyone.
Photo courtesy of miamiherald.com