Effort: "Miller Lite Sports Illustrated Swimsuit Shoot."
Agencies: Fallon McElligott, Minneapolis; Market Growth Resources, Wilton, Conn.
Twist: Miller Lite's summer promotion offers the opportunity for three winners of a national sweepstakes to chill out at the photo shoot for Sports Illustrated's swimsuit issue, its best-selling issue of the year. The promotion marks the first time in the swimsuit issue's 34-year history that it has teamed up with an advertiser for a promotion. In addition to the trips, the sweepstakes offers additional prizes of 1998 Sports Illustrated Swimsuit Wall Calendars and SI Swimsuit Videos.
Vital statistics: The promotion, to be launched June 15, will be backed by outdoor, print, radio and TV advertising featuring supermodel Rebecca Romijn. An extensive point-ofpurchase promotion also supports the effort. It runs through July in most markets.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or