Love It! is sending out a team of male models to deliver magazine samples to its target readers on Britain's beaches.
"Hunks in Trunks" will be the latest initiative by the real life women's weekly in the fiercely competitive market and follows on from heavy promotion in newspapers and cover price slashing by the News Magazines title.
The first live sampling event for the magazine was prompted by recent research that showed sampling as key to driving trial of the magazine. The initiative will visit the seaside resorts of Brighton, Blackpool, Great Yarmouth, Bognor Regis and Southend-on-Sea in August.
Love It!'s target market is 18- to 35-year-olds, territory largely untapped in the real-life market before the arrival of IPC's Pick Me Up! in 2005.
Love It! editor Karen Pasquali Jones, who worked on the launch of Pick Me Up!, has said the IPC weekly has since lost its way and is "full of grey-haired grannies".