A theme park in southern China has grabbed international headlines over its two-month publicity campaign in which female visitors are encouraged to show some skin in a bid to get up to 50 percent off regular admission fees.
Guilin Merryland Theme Park of Guilin City in southern China launched the bizarre campaign in 2007, dubbed "Love Miniskirt," to help its female visitors "showcase feminine beauty" throughout summer each year by flaunting miniskirts, according to CNN Go.
Females sporting skirts shorter than 38 centimeters will automatically be granted half price admission in to the 600,000-square-meter park, which otherwise charges regular visitors RMB 110 (US$17.30) per ticket.
"The stipulation aims to encourage female visitors to showcase their beauty in summer," according to park deputy manager Li Wenxing.
"We have been hearing negative comments about the campaign since we launched it, but the number [of complaints] is decreasing every year," Li added.
To prevent any confusion and eliminate uncertainty, Park officials have measuring tape on hand to accurately measure skirt lengths upon entry into the park.
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The female-only promotion coincides with the park's "water-splashing festival" which is held during July and August.
The festival permits visitors to splash one another with water, including all visitors dressed in miniskirts.
The campaign has reportedly been extremely successful and has become increasingly popular, with a growing number of women allegedly lining up outside the park to have their skirts measured.
Footage aired on a local TV station showed a number of female visitors strategically wearing miniskirts and lining up at the park's entrance as park staff measured their skirts using rulers.
"I think I can accept this [offer]. We're university students, [this deal] allows us to play during school break with less money," one female tourist told Hebei Satellite TV.