Sunbathing in New York City during winter can only mean one thing: hypothermia. Offering a balmy, much-needed escape, St. Pete/Clearwater wanted to entice Big Apple travelers to head for “America’s best beaches.” So BVK launched a subway domination campaign in two of NYC’s always-bustling subway stations. Signage at nearly every turn (including train interiors) highlighted the sunny skies, laid-back recreation, margarita lifestyle and easy 2-½ hour access to white-sand perfection. Contrasting winter in the two areas, the campaign pokes fun at the cold hard realities of New York living, positioning SP/C as the place where “2 ½ hours in the air can change everything.” Margaritas, anyone?
