KIMMEL’S JOKES ABOUT DILDO, NL, WORTH SOME $11M, PROVINCE SAYS

Tourism minister lauds 'absolutely tremendous' value of free advertising

Jimmy Kimmel has plenty of marketing ideas for Dildo if he becomes mayor, including T-shirts, books and baked goods. (Jimmy Kimmel Live/YouTube)

Jimmy Kimmel’s satirical campaign to be mayor of Dildo, NL, has generated a lot of free advertising for the small community and the province, almost equal to what the government spends on marketing in an entire year.

The late-night TV host made light of the Avalon Peninsula community for almost three weeks in August, riffing on its amusing name and even sending Guillermo Rodriguez, his sidekick on ABC’s Jimmy Kimmel Live!, to stay there for a week.

The hundreds of segments, jokes and other references to Dildo reached some 45.1 million people, equal to an estimated advertising value of over $11.7 million, according to analysis by the provincial ministry of tourism.

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