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So they are making some changes over at Sport Illustrated's annual swimsuit edition. Instead of waiting annually to see the new bathing suits out for summer (and you know the fashion changes are the only reason you look at it, well, maybe you read the latest football news too), they are having a 24/7 swimsuit thing going on. You can never have too much of a good thing. And supermodels on beaches wearing string bikini's is a classic good thing according to SI. Think of that Bud commercial where you get to go on the plane with beautiful bud girls and the advertisers all line up to be associated with it, and you have an idea of the new SI swimsuit marketing and branding campaign. Move over Hef, the mansion is out of vogue.
LVCVA proudly presents Club SI Swimsuit Las Vegas, an anchor event in a
week of launch activities surrounding the launch of the 2009 Sports
Illustrated Swimsuit Issue. On Thursday, February 12, 2009, more than a
dozen SI Swimsuit models featured in the acclaimed annual will descend
upon Las Vegas for a day of autograph signings and photo opportunities
at select resorts, all culminating with the first ever launch party in
Other marketing ideas include a radio spot (supermodels talk?), a downloadable calendar, and night club appearances. What floored me about this story was the numbers. You know looking at the issue is popular but I had no idea just how popular. The Sports Illustrated Swimsuit franchise reaches more than 66 million adults (approximately one in three Americans over the age of 18). 66 million! That's marketing.
Finally, there is news on the 2009 cover model for this year's calendar. Apparently is is Bar Refaeli the 23-year-old Israeli, who has been romantically linked to Leonardo DiCaprio, as a first-time cover girl. The shot shows her pulling down her string bikini over her hips. Apparently they were going for a combo of wholesome and sleaze. Here is the shot here is you want to pick up the entire edition on newsstands now.