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  1. Venues & Destinations
  2. United States
  3. Miami / South Florida

'Shape' Brings Bikini Body Tour to South Beach With Help From Equinox, Havaianas, Jergens

Mitra Sorrells
June 13, 2011
The Shape Bikini Body Tour took over Lummus Park in South Beach on June 4 for seven hours of fitness classes, fashion shows, beauty tips, and sponsor activities from companies such as Havaianas, Philips, and Jergens. The event, which also took place in May in Santa Monica, is an extension of the Bikini Body Countdown feature that began in the magazine in February.
 
“We wanted to take that content they’ve created and bring it to life on site in two markets. We wanted to move away from straight promotional events and create events that come from the content of the magazine, so that it makes sense to our readers,” said the magazine’s promotion director, Kristine Scichilone.

This is the third year the magazine has hosted the event in South Beach, and organizers say this was the largest turnout. More than 500 people purchased tickets to participate in fitness classes taught by instructors from tour partner Equinox. Thousands more stopped by during the day to watch swimsuit fashion shows and participate in sponsor activities, such as Havaianas' custom flip-flop booth and Jergens' complimentary skin care consultation. Each of the seven sponsors offered activities or giveaways tied into the themes of fitness, nutrition, and beauty from the Bikini Body Countdown.  

“We actually integrate our sponsors into the event so it makes sense. It’s not just a logo on some signs,” said Scichilone. “We gave extra fitness tips within the Get Fit cabana, so that ties into the Wrigley’s Extra branding. It was integrated in a way that made sense and brings added value to the guests.”

For the first time, organizers this year used QR codes in the magazine and on event posters displayed throughout South Florida, to allow people to access the online ticket site from their mobile devices. They also ran geo-targeted ads on Facebook and promoted the event through dedicated Twitter and Facebook accounts and also the general Shape accounts. Organizers estimate about 19 percent of the ticket sales came from the ads in the magazine and 20 percent came from walk-up sales.

E20816sa
Photo: Ben Hicks
Havaianas was a new sponsor for the Bikini Body Tour.
Havaianas was a new sponsor for the Bikini Body Tour.
Photo: Ben Hicks
Equinox fitness instructors taught 10 classes throughout the day, including yoga, Zumba, and kettlebell workouts.
Equinox fitness instructors taught 10 classes throughout the day, including yoga, Zumba, and kettlebell workouts.
Photo: Ben Hicks
Express Flowers created the centerpieces for the high-top tables draped in bright yellow linens from Prestige Event Services.
Express Flowers created the centerpieces for the high-top tables draped in bright yellow linens from Prestige Event Services.
Photo: Ben Hicks
The event took place from 9 a.m. to 4 p.m. in a 46,000-square-foot section of Lummus Park in South Beach.
The event took place from 9 a.m. to 4 p.m. in a 46,000-square-foot section of Lummus Park in South Beach.
Photo: Ben Hicks
At the Spin & Win booth, attendees donated $1, $5, or $10 and then could spin the wheel to win prizes donated by sponsors. All proceeds went to the Skin Cancer Foundation.
At the Spin & Win booth, attendees donated $1, $5, or $10 and then could spin the wheel to win prizes donated by sponsors. All proceeds went to the Skin Cancer Foundation.
Photo: Ben Hicks
New sponsor Philips was integrated into the Look Great Cabana, where attendees could enter a raffle to win a Philips deluxe grooming kit.
New sponsor Philips was integrated into the Look Great Cabana, where attendees could enter a raffle to win a Philips deluxe grooming kit.
Photo: Ben Hicks
Wrigley's Extra sponsored workout-of-the-month cards in the magazine, and at the event, attendees demonstrated how to do the exercises.
Wrigley's Extra sponsored workout-of-the-month cards in the magazine, and at the event, attendees demonstrated how to do the exercises.
Photo: Ben Hicks
All of the bathing suits used in the fashion show had been previously worn by celebrities in this magazine, such as this Shoshanna black eyelet bikini worn by Jennifer Love Hewitt in the October 2009 issue.
All of the bathing suits used in the fashion show had been previously worn by celebrities in this magazine, such as this Shoshanna black eyelet bikini worn by Jennifer Love Hewitt in the October 2009 issue.
Photo: Ben Hicks
The fashion show took place on an S-shaped runway, 46 feet long and 54 inches wide.
The fashion show took place on an S-shaped runway, 46 feet long and 54 inches wide.
Photo: Ben Hicks
For $25, attendees could purchase custom Havaianas made on site with their choice of sole and band.
For $25, attendees could purchase custom Havaianas made on site with their choice of sole and band.
Photo: Ben Hicks
All of the activities were free except for the fitness classes, which cost $10 each.
All of the activities were free except for the fitness classes, which cost $10 each.
Photo: Ben Hicks
Organizers invited Jefe's Original Fish Taco and Burger truck to set up at the event, in part to attract the truck's many followers on Twitter.
Organizers invited Jefe's Original Fish Taco and Burger truck to set up at the event, in part to attract the truck's many followers on Twitter.
Photo: Ben Hicks
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