New York City is a top feeder market for winter travel to St. Pete/Clearwater, Florida. The campaign is a massive takeover of parts of the subway system and other outdoor placements, designed to remind commuters of their frustration with the agony of another bone-chilling winter. The campaign is also used to drive entries into a winter sweepstakes offer.

The campaign ruthlessly preys on the exhaustion of frigid commuters via alluring, colorful beach imagery designed to contrast with the endless cold gray of winter. Playful, often taunting headlines provoke a strong desire to escape to a warmer place where “America’s Best Beaches” offer endless fun. Much of the messaging plays off notable New York landmarks, symbols and icons, designed to make a stronger connection with the audience.

The campaign ran from January to March 2014 and helped contribute to the biggest April in the county’s history as measured by tourist development tax collected. Resorts typically saw bookings over 95% through July and hits to the destination’s website saw a 108% increase from January to May.