Visit Lauderdale has launched its new “Break Free” winter campaign, encouraging travelers from cold climates to escape to the warmth and excitement of Greater Fort Lauderdale. Using captivating visuals and inspiring messages, the campaign targets winter-weary travelers, inviting them to swap snow for sunshine.

The campaign is live across multiple platforms and will culminate in an immersive live event at Chicago’s Pioneer Court in mid-March, bringing the vibrant spirit of South Florida to life.

“Our winter campaign invites travelers to ’Break Free’ from the cold and immerse themselves in the sunshine, outdoor adventures and the coastal charm of Greater Fort Lauderdale,” said Stacy Ritter, president and CEO of Visit Lauderdale. “With 24 miles of golden sandy beaches encompassing eight unique beach towns, world-class dining, and a thriving arts and culture scene, there is truly no better place to soak up the sun and create unforgettable memories this winter.”

To showcase Greater Fort Lauderdale as the go-to winter getaway, Visit Lauderdale has launched a dynamic campaign featuring digital ads, out-of-home billboards, and engaging social media promotions in key cold-weather citis like Boston, Baltimore, Philadelphia, and Washington D.C. This strategic approach targets travelers right as they plan their winter escapes, tempting them with the warmth and vibrancy of South Florida.

From March 3 to 30, the campaign will take center stage on New York City’s futuristic 3D “Cube” billboard in Times Square, drawing the attention of nearly 330,000 daily tourists. This immersive display invites them to “Break Free” from winter’s chill and explore the sun-drenched charm of Greater Fort Lauderdale.

The campaign takes a bold leap from digital to experiential from March 14-16, with an interactive live activation at Chicago’s Pioneer Court, just in time for the bustling St. Patrick’s Day weekend. Visit Lauderdale will transform a shipping container into a tropical escape, giving visitors a refreshing break from the winter cold. The innovative 10’x20’ glass-front structure will feature state-of-the-art Smart Glass Projection technology that appears clear but spectacularly “shatters” when struck with a foam sledgehammer, revealing the sunny paradise of Greater Fort Lauderdale.

Inside this pop-up oasis, guests will engage with brand ambassadors, enjoy tropical mocktails, and shed their winter layers for a brief, sun-soaked respite. The experience includes photo opportunities and fun giveaways like branded mints, stickers, tropical punch, and sunglasses, creating a memorable and shareable experience.

With much of the country still battling frigid temperatures, the “Break Free” campaign couldn’t come at a better time. It highlights Greater Fort Lauderdale’s vibrant cultural scene and new attractions, including the newly renovated Mai-Kai Restaurant and Polynesian Show, Pier Sixty-Six, and Marina Village. Popular spots like Sistrunk Marketplace & Brewery, Flamingo Gardens, and the Water Taxi continue to offer exceptional entertainment and experiences both on land and sea.

Whether it’s adventure on the water, world-class dining, or simply basking in the sun, Visit Lauderdale invites travelers to “Break Free” from winter and enjoy the endless fun and warmth of Greater Fort Lauderdale this season.

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