gimmick

Their gimmick paid off beyond all expectations in global publicity.

“To me, it takes away from the purity of the driving experience and feels artificial, almost like a gimmick.”

Still, not everybody is a fan of reversible courses—including Golf Digest’s architecture editor, Derek Duncan, who believes such courses are more gimmick than substance.

He immediately came under fire within Israel, with opposition leader Yair Lapid writing: "Today saw a weary and whining Israeli prime minister, in a speech overloaded with overused gimmicks"

They see it for now at least as a "desperate gimmick" but do remain open to being persuaded it is a good idea.