How about a sunny escape? The normal temperature in Chicago on St. Patrick’s Day is 30º F., according to the National Weather Service. On the same day in Fort Lauderdale, one can expect T-shirt weather of around 74º F.

New from Visit Lauderdale, the winter brand campaign, “Break Free,” is designed to inspire travelers from cold-weather markets to leave the winter chill behind for a warm South Florida getaway. 

To drive awareness of Greater Fort Lauderdale as a premier winter travel destination, targeted digital banners, out-of-home ads and graphics, and engaging social media campaigns have already begun rolling out in key cold-weather cities, including Boston, Baltimore, Philadelphia and Washington D.C. For the month of March, the campaign is displayed on New York City’s innovative 3D “Cube” billboard, inviting the nearly 330,000 people in Times Square each day to “Break Free” from the cold with a visit to Greater Fort Lauderdale.

The campaign also comes to life with a live activation at Chicago’s Pioneer Court. Taking place leading into the city’s busiest travel weekend – St. Patrick’s Day – Visit Lauderdale will transform a shipping container into a tropical haven, offering locals and visitors a one-of-a-kind retreat from the winter chill. The 10’x20′ glass-front structure features cutting-edge Smart Glass Projection technology that appears clear and dramatically “shatters” upon activation with a foam sledgehammer. Once inside, guests will be transported to the warmth of Greater Fort Lauderdale, where they will engage with brand ambassadors, enjoy refreshing tropical mocktails, and shed their winter coats for a brief, sun-soaked reprieve from the cold—with plenty of photo opportunities using giveaway items including branded mints, stickers, tropical punch and sunglasses.