The Sports Illustrated Group today announced details for "SI Swimsuit 24/7, From New York to Las Vegas" a new marketing initiative dedicated to the highly-anticipated 2009 Swimsuit Issue. "SI Swimsuit 24/7, From New York to Las Vegas" features the organization's first Swimsuit launch event in Las Vegas and the first Swimsuit branded airplane.

The Club SI Swimsuit, presented by the Las Vegas Convention and Visitor's Authority (LVCVA), will take place on February 12^th at the LAX Nightclub located inside the Las Vegas Luxor Hotel and Casino. The party will mark the culmination of a week of activities and events surrounding the launch of the 2009 Sports Illustrated Swimsuit Issue. More than a dozen SI Swimsuit models featured in the acclaimed annual will travel to Las Vegas for a autograph signing meetings, photo sessions and to attend the first Sports Illustrated party held in Las Vegas.

"This is a signature moment for the Sports Illustrated Group as we embark on a new program to provide customers with opportunities to extend their message utilizing Sports Illustrated properties and events. The Swimsuit franchise is the perfect launch vehicle for this program and demonstrates how SI can create customizable solutions for our clients through any combination of print, digital, event marketing and property sales." said Mark Ford, President of the Sports Illustrated Group.

The SI models will travel to Las Vegas aboard the "SI One," a special Southwest Airlines Boeing 737-700 decorated with SI Swimsuit imagery, which will be presented at LaGuardiaAirport in New York City on Wednesday, February 11^th.  On the evening of the 11th, the Sports Illustrated models will travel from New York to Las Vegas for the SI Swimsuit party.

In addition, SoBe Lifewater has joined forces with Sports Illustrated to create a promotional campaign through radio promotions and through the SoBe Lifewater Facebook group page. Each radio spot will give the audience the possibility to win special packs for the Club SI Swimsuit Las Vegas party. SoBe Lifewater products will also be presented and offered at both the NY event and the Las Vegas party, with custom bar displays for SoBe Lifewater at the Las Vegas event.

Sports Illustrated event will leverage the strength of both brands and provide a platform to showcase the destination's many amenities. Now more than ever, Las Vegas is the ideal destination to Take a Break.'" said Terry Jicinsky, LVCVA's Senior Vice President of Marketing.