Skift Take

Destinations maximize the reach of their campaigns by targeting New York City during the Super Bowl when visitors from around the country also see the ads.

Greater Fort Lauderdale Convention & Visitors Bureau is teasing New Yorkers and Super Bowl attendees into visiting Florida this winter. The tourism board opened the city’s first heated bus shelter this week in a high-traffic location near Grand Central.

Commuters and tourists waiting for the crosstown bus at Lexington and Third Avenue will be treated to branded sunglasses, free MetroCards, and the pleasure of knowing their job doesn’t require them standing outside in their bathing suites during the winter.

The tourism board will keep the shelter for one month as part of its “The Beach Looks Good on You” campaign. The campaign is timed to coincide with the Super Bowl when thousands of visitors will be walking around mid-town and taking public transportation to the game.

The Fort Lauderdale CVB will also takeover the Grand Central’s Vanderbilt Hall on Tuesday, January 28 with an event that features live music, live video of Fort Lauderdale beaches, solar-powered charging stations, and airfare giveaways from JetBlue Airways.

It will then set up the same event at JFK Airport’s Terminal 5 for one week ending on Super Bowl Monday.

Greater Fort Lauderdale ads will also appear on billboards near Times Square and the Lincoln Tunnel, in Metro-North train stations, on taxi tops, and on pedi-cabs offering free rides.


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Tags: florida, fort lauderdale, marketing, nyc

Photo credit: A heated bus stop is part of Greater Fort Lauderdale's ad campaign planned to coincide with the Super Bowl in New York City. Greater Fort Lauderdale CVB

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