The Ice Blocks Are Coming!

A new event from our friends at VISIT Florida as Greater Fort Lauderdale launches their Defrost Your Swimsuit Campaign in Toronto. Join us this Sunday (November 20th) at Yonge – Dundas Square!


GREATER FORT LAUDERDALE (November 4, 2011) – On Sunday, November 20th, The Greater Fort Lauderdale Convention & Visitors Bureau launches a new winter marketing campaign by transforming Yonge – Dundas Square into a tropical interactive playground.  Ten large ice blocks encasing colorful swimwear will surround a sandy palm tree-lined “island,” in a promotion staged to attract Torontonians to the destination’s sunny shores.

The day’s festivities are scheduled from 10:30am to 4pm. An appearance by the area’s beach-on-wheels Beach Mobile decked out with models wearing bathing suits will be open to the public.  Guests can warm up with “sun-heat lamps” and are invited to take photos.  Also that day, street teams will distribute free ice scrapers, lip balm and opportunities to win Fort Lauderdale beach getaways with airline partner Sunwing Airlines. For four hours Greater Fort Lauderdale will own four of the large digital screens and broadcast live streaming footage of Torontonians having fun at the beach as well as feature a live Tweet Board.

“The image of bikinis frozen in big blocks of ice should get the message across that Greater Fort Lauderdale is where you can thaw out and defrost your swimsuit, your nose, fingers and toes this winter,” said Nicki E. Grossman, president, Greater Fort Lauderdale Convention & Visitors Bureau.  “Canada is our number one international source market and we never take that for granted.  In fact, we are rolling out the “Defrost Your Swimsuit” campaign in Toronto even before it’s launched in the U.S.”

According to Grossman, the promotion is timed to coincide with Toronto’s popular Santa Claus parade and the Yonge – Dundas Square location was selected due to its proximity to the parade route and high foot traffic.

In recent years, Greater Fort Lauderdale has experienced a remarkable transformation with the introduction of new luxury hotel product, top restaurants, a vibrant nightlife, and a winter events calendar that kicks off December 10th with the Seminole Hard Rock Winterfest Boat Parade and continues with Light Up Lauderdale holiday festivities, art fairs, beachfront Marathon and Broadway shows at the Broward Center for the Performing Arts.

For more information about Greater Fort Lauderdale, visit

PRThe Ice Blocks Are Coming!