Case Studies - Fort Lauderdale Beach on Wheels

Fort Lauderdale’s Beach on Wheels travelled around the UK in January 2008 for the first time, to raise awareness of Fort Lauderdale as a summer holiday destination. The custom-built Beach on Wheels was filled with platinum sand, deckchairs, lifeguard stand, mannequins and beach accessories.

Because Fort Lauderdale is popular with both families and gay travellers, gosh pr devised a number of tactics to gain media attention. We created visits to nursery play groups in Liverpool, Bristol and Norwich, gay happy hours in Manchester and Brighton and free breakfasts for office workers in Bristol. Promotional models were hired to pose inside the Beach on Wheels in their bikinis and speedos to attract crowds as it cruised around the main city streets and to provide a strong visual for news photographs. Beach on Wheels also visited Newcastle and London in its 15-day tour.

gosh pr achieved media coverage in regional newspapers, specialist magazines, online, TV, radio, and video features online. In total, 28 pieces of coverage were generated over the 15-day tour, with an EAV of more than £160,000.00 and an ROI over 32 to 1.