Las Vegas Weekly

February 5, 2009 · 7:32 AM

Sports Illustrated’s swimsuit models to make their Las Vegas debut

By Robin Leach

The Strip.

Photo: Tom Donoghue/www.donoghuephotography.com

The sexy swimsuit models of Sports Illustrated are about to hit Las Vegas for the first time, and it all starts next week with Tuesday’s unveiling of the new bathing beauty cover girl! Vegas DeLuxe has learned that the 45-year tradition will make Sin City a central theme next week.

Late-night talk show host David Letterman is set to unwrap the first printing to introduce the 2009 edition of the Sports Illustrated special issue with a stunt on his show next week. Then a marketing blitz swings into action the next day. Dubbed “S.I.’s Swimsuit 24/7 New York to Vegas,” it includes a new Southwest Airlines plane specially painted and fitted for the flight here.

I’m told the Boeing 737 will be wrapped from nose to tail in large swimwear images of the Sports Illustrated swimsuit models. Finally truly friendly skies! The plane will then go into regular service for Southwest through April, which means it will fly in and out of McCarran!

Nearly 20 stunning swimsuit models will be at the Luxor for the run of the promotion, which culminates with an invite-only party for VIP guests at LAX. During the visit, the gorgeous girls will get to test drive the new Nissan 370Z on the Strip as part of the massive campaign. If you’re not in on the fun here, S.I. promises to post behind the scenes videos on YouTube we can post here next week!

Southwest’s tie-in is apparently because the Dallas-based airline is hoping to secure a new terminal at New York’s LaGuardia Airport and inaugurate direct service to Vegas! No official word on that rumor has been announced yet! Southwest spokeswoman Whitney Eichinger commented: “We’re known for being quirky and fun, so this fits with our personality really well. We get a ton of exposure, and our customers get something new and exciting.”

The special Southwest flight is set for take-off next Thursday after Swimsuit 24/7 photo-wrapped buses drive throughout Manhattan and then take the models to LaGuardia. Marketing folks at our Convention & Visitors Authority were finalizing plans late yesterday for the models’ arrival here and the LAX party. Once everything is set for next weekend, you can be assured that Vegas Deluxe will have it all right here!

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