When we analyzed Twitter feeds, we found that women who lay around the poolside liked looking out for handsome men.

So we had the night show makeup artists put makeup on the not-so-attractive lifeguards and turn them into handsome lifeguard new media.

We then spread this information with PR and was able to attract women to the pool.

Execution:

July, 2015. The night show makeup artists took the regular lifeguard staff

who work at Space World and with a little makeup made them a little more attractive.

The local media turned that into a news story.

The women who heard the news came to the pool and in turn spread the news over social media.

The cost:US$0.

*The two items below must be included without exception.

1: Situation Outcome

A. Women came as a result of the PR.

B. Everyday we received in inquires of "are the handsome men there today?".

C. Of the lifeguards who were wearing sunglasses, almost all were asked to take off their sunglasses.

2: Recognition Level

3: Statistical Results

A. Attendance at the pool increased by 30,000 over the previous year.

B. With the cost US$0,the PR conversion expense amounted to USD$50,000.