But, it seems to be so for smart destination marketers.
I remember a number of years ago when Ohio Tourism began advertising on or in breakfast cereal boxes. As now Brand USA VP Amir Eylon opined at the time...people are more likely to read at the breakfast table than lunch or dinner. And, thus, be more apt to notice an offer.
Fast forward to today when most consumers have access to the internet at their side at all times, and it is the perfect opportunity for D.T. Minich and his crew at Visit St. Petersburg / Clearwater to try that strategy on the sides of Orange Juice cartons.
Besides the natural Orange Juice = Florida connection, an ad on the side of 12 million cartons has generated over 306,000 unique site page views, 146,000 contest entries, over 5,000 new e-mail subscribers and over 2,000 Visitor Magazine requests.
Ever the DMO critic, Skift snarked that it was unfortunate that Visit St. Pete was late to the party, as orange juice sales are at their lowest level in 15 years.
Of course, if I'm buying 12 million boxes, who cares if the orange juice industry is selling less nectar? St. Pete still gets 12 million impressions (and maybe more).
Well played, guys.