Greater Fort Lauderdale is a destination everyone loves, but doesn’t always think of. Coming off of their 2023 campaign, Everyone Under the Sun, Visit Fort Lauderdale wanted to establish itself as the go-to destination to escape the winter cold.

With Everyone Under the Sun, Visit Fort Lauderdale established itself apart from Miami and Florida. They made it clear that everyone is welcome on their beaches, and the goal of this campaign was to extend that welcome to people when they need it most. With an all-welcoming “In Case of Winter, Break Free” messaging, encouraging everyone to take the time to break from winter.

Using the insight that February was the most depressing month of the year, we targeted cold, busy cities, where people don’t often take the time to go on a vacation or put themselves first. In New York, we caught everyone’s attention with 3D billboards reaching out to them. In Chicago, we created a warming station where people had to “break the glass” to enter.

This campaign forced people to take a pause and reflect on the vacation they need and showed them why they need to do it at Fort Lauderdale.