Working with a limited budget, we needed to create a newsworthy campaign to generate as much free publicity as possible. The answer was to create specially designed swimming pool mats. Featuring an image of a beautiful coral reef, the mats pose the question 'wouldn't you rather be swimming over this?' The mats were placed in pools to coincide with the launch.

Total campaign target: $400,000 in direct sales. Actual campaign result: $1,673,000 from 5,205 direct sales. $1,273,000 over target.The first time this medium had ever been used, it created a newsworthy event that coincided perfectly with the launch. The mats contributed significantly to the overall success of the campaign.