Tourism & Cruises

February 3, 2014

South Florida destinations promoting their warmth in cold climes

As football fans flew out of New York after the Super Bowl on Monday — or got stuck at John F. Kennedy International Airport due to winter storms — they got an eyeful of a different kind of weather.

As football fans flew out of New York after the Super Bowl on Monday — or got stuck at John F. Kennedy International Airport due to winter storms — they got an eyeful of a different kind of weather.

The Greater Fort Lauderdale Convention & Visitors Bureau filled JetBlue’s Terminal 5 at JFK with palm trees, beach cabanas, a screen showing live images of beaches in Fort Lauderdale, giant sunglasses and other beachy props. The scene, which disappears Tuesday, had been in place at the airport for a week, part of a roughly $500,000 blitz in New York City that started last month.

Also included: a heated bus shelter at the cross town M42/Lexington & Third Avenue stop, which stays in place until Sunday.

The bureau brings its “Beach Looks Good on You” promotion to Chicago on Feb. 19 and Washington, D.C. on March 18.

Commuters in Chicago are also being tempted by ads for the Florida Keys this month. The Ogilvie Transportation Center in the Citigroup Center is decked out with about 100 pieces of Keys-related marketing this month. This follows a push in January in Toronto’s Union Station.

Between the two target markets, the campaign — a $465,000 push by the Monroe County Tourist Development Council — is expected to reach more than 8 million people.

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