Manhattan was reset to “Island Time” this winter when Tommy Bahama treated New Yorkers to complimentary blackened fish tacos served from a custom branded food truck. The campaign’s goal was to create excitement around the new Tommy Bahama “Manhattan Island” restaurant, bar and store opening. Businesses close to the new restaurant location received special invitations to visit the food truck and to sample the signature fish tacos, which were prepared directly on the truck. The restaurant’s chef was on-site to share the recipe and cooking tips with consumers. Over the course of the five day promotion, GoMODELs collected email addresses on iPads, distributed coupons for free appetizers and desserts, and directed thousands of passersby to the new restaurant location. Each day the response from residents and tourist alike was overwhelming, with long lines forming in front of the truck, people chanting their elation for the tacos, and 1,000 tacos served within the first 4 hours. The treat was a welcome surprise to all in the fast paced hustle and bustle of New York City, and for a few minutes each day, people were transported to a tropical destination.