This transit campaign appeared during winter months in Chicago and New York City, designed to remind frigid commuters that a St. Pete/Clearwater beach getaway is exactly what they need to help them recharge.

Paired with blissful images of warmth and relaxation, messaging playfully provokes commuters' frustration with the endless grind and tedium of winter, encouraging them to book a warm-weather getaway.

This annual campaign has enjoyed year-over-year increases in hotel bed tax collection, the key metric for campaign effectiveness. The client is a strong believer in this creative approach, having refreshed it for the last seven years to phenomenal results.