Bundled-up commuters in New York City are getting an eyeful of turquoise water, colorful fish and bright sunshine.
Images from the Florida Keys are plastered throughout Penn Station bearing messages such as “You can be here in a New York minute” or “Not everyone’s in a New York state of mind.”
In all, more than 250 different pieces of advertising are included in the Monroe County Tourism Development Council’s $350,000 campaign, which is in place through February.
“This time of year, the Northeast corridor is our top-producing market,” said Andy Newman, spokesman for the tourism council. “It’s literally immersing people in the Florida Keys message that go through that very, very, very busy commuter terminal on a daily basis.”
The campaign, a first for the tourism organization, is expected to reach as many as 6 million subway and Amtrak commuters.
While the train station takeover is new for the Keys, South Florida destinations have long focused their marketing efforts on winter-weary potential visitors. Last month, the Greater Fort Lauderdale Convention & Visitors Bureau brought ice-encased bikinis to Times Square and London’s Canary Wharf for its “Defrost Your Swimsuit” advertising blitz.
