Greater Fort Lauderdale launches 'Defrost your Swimsuit' in London

On Friday, January 27th, the Greater Fort Lauderdale Convention & Visitors Bureau will launch a brand new UK campaign by transporting five large ice blocks into the Canary Wharf area. Located just outside the London Underground exit, the ice blocks will encase colourful swimwear in a promotion designed to get Londoners to defrost their swimsuit, thaw out and visit the sunnier climes of Fort Lauderdale, Florida.

From 7am through to 3pm the Fort Lauderdale street team will distribute complimentary lip balms, beach goodies and ice scrapers complete with competition entry details allowing visitors to win a seven night break to Greater Fort Lauderdale with Virgin Holidays. In addition, those coming along to Canary Wharf will be able to pose behind the ice block bikinis giving the visual effect that they are kitted out in their swimwear and ready to hit the beach.

“Canary Wharf is the major business district in London with around 90,000 workers coming through on a daily basis. With such a high footfall and activity, the image of bikinis frozen in big blocks of ice should get the message across that Greater Fort Lauderdale is welcoming Brits with open arms to thaw out and defrost their swimsuit, nose, fingers and toes and leave the cold UK winter behind,” said Nicki E. Grossman, president of Greater Fort Lauderdale Convention & Visitors Bureau.

For those unable to stop by the ice blocks but would still like a glimpse of themselves in all their ice block glory, or with a fabulous and fit New Year bod, they can download a free and easy-to-use iPhone app. Take a photo and be transported into a polka dot bikini or with abs of steel situated on a picturesque South Florida beach background. Ahhh, if only it were that easy!

For more information about Defrost Your Swimsuit, visit sunny.org/uk.

For more information on the new app, visit sunny.org/apps.