by Gail Chiasson

While to our knowledge it didn't blare The Stripper from a loudspeaker, Target Marketing & Communications recently handled a guerilla marketing campaign that certainly titillated people on the streets of downtown St. John's, despite the decidedly chilly time of year.

To promote Neighbourhood Dance Work's Valentine's Burlesque - always a big hit with funds going towards its annual summer Festival of New Dance - Target had staff running around town sticking red and pink-sequined magnetized nipple tassels on parking meters, on melons in grocery stores, and other places where they might draw attention.

The hard-to-miss tassels had tags attached with information about the show (name, date, time, location,). And the idea was that people would steal the tassels so the agency wouldn't have to go back out and remove them. It - correctly - expected people to take them home to stick on their fridge, themselves, or their lady.

The result: Neighbourhood Dance Works' Valentine's Burlesque performed to a full-house on Feb. 16/08 at The Majestic Theatre in St. John's.

Watch reactions to the campaign here