Winning Promotion: Get Funky in Key West

Consider the audience: average age 30 to 35, mostly young singles and recently married couples, outgoing sales personalities who like to party and have a good time. With these demographics, fun, off-beat Key West, Fla., was the perfect site for Sun Life of Canada's 1996 Group National Leaders' Conference--and a fun, off-beat promotion was just the thing to lead into it.