Experiential marketing with swimsuit models

Sports Illustrated is launching its annual swimsuit edition with a raft of experiential marketing initiatives. SI have teamed up with Southwest Airlines, PepsiCo's SoBe drink brand and Nissan Motors to create a buzz around the launch of the magazine. This article in The Wall Street journal discusses the move towards non-traditional media.

This year, about 40% of revenue generated by the issue -- which accounts for about a tenth of the magazine's total annual revenue -- will come from digital and event-marketing efforts. Four years ago, just 4% of the issue's revenue came from sources other than print advertising, executives say. "It's really about taking this content we've created in the magazine and leveraging it through new channels," says Mark Ford, the magazine's president.

As part of the initiative a Southwest Airlines jet emblazoned with an image of swimsuit model Bar Refaeli will whisk VIPs to a launch party in Las Vegas this week. "Brands these days have really got to be creative about how they're getting their messaging out in the marketplace," says Linda Rutherford, vice president for communications and strategic outreach at Southwest Airlines.

It may be creative but it is also a smart move for these companies with the readership of the edition expected to be approximately 66 million.

Also getting in on the experiential act is Carnival cruises who recently broke the Guinness World Record for the largest beach ball to tie in with their “Welcome to Funville” branding. Having recently broken the record for the World’s largest Pinata they seem determined to notch up a few records while having fun and increasing their brand awareness at the same time. If you want to know more about their efforts log on to Carnival Cruises