GREATER FORT LAUDERDALE, Fla. (February 24, 2025) – Visit Lauderdale, the official destination marketing organization (DMO) for Greater Fort Lauderdale has launched an all-new winter brand campaign, “Break Free,” designed to inspire travelers from cold-weather markets to leave the winter chill behind and escape on a warm, exciting South Florida getaway. With engaging visuals that will peak travelers' curiosity and messaging that plays to their winter wanderlust, the “Break Free” campaign is now live on multiple platforms and will build to a dynamic live mid-March activation in Chicago's Pioneer Court.

“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 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., reaching travelers as they plan their winter getaways. From March 3 to 30, the campaign will also be displayed on New York City's innovative 3D “Cube” billboard, inviting the nearly 330,000 tourists who find themselves in Times Square each day to “Break Free” from the cold with a visit to Greater Fort Lauderdale.

Then, from March 14-16, the campaign will come to life with an innovative, interactive, 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 will feature 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 and giveaway items including branded mints, stickers, tropical punch and sunglasses.

As much of the country continues battling frigid winter temperatures, the timing couldn't be better to “Break Free” from the cold and visit Greater Fort Lauderdale, with its thriving cultural scene and a line-up of exciting new openings and renovations at iconic hotspots. Most recently, the renovated Mai-Kai Restaurant and Polynesian Show, Pier Sixty-Six, and Marina Village, Fort Lauderdale's waterfront food hall, have made their debuts, and popular activities like Sistrunk Marketplace & Brewery, Flamingo Gardens, and the Water Taxi, continue to elevate the destination's entertainment and excursion offerings both on land and sea.

Whether seeking adventure on the water, world-class dining, or simply a place to unwind in the sunshine, Visits Lauderdale invites visitors to “Break Free,” leave the cold behind and have fun under the sun all winter long.

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About Greater Fort Lauderdale

With 24 miles of golden sandy beaches and 300+ miles of navigable waterways, Greater Fort Lauderdale is known as the Venice of America and Yachting Capital of the World. The area boasts an average year-round temperature of 77˚F, has 3,000+ hours of annual sunshine, and is home to 31 unique municipalities, including eight distinct beach communities, each offering something for “everyone under the sun.” Residents hailing from 170 countries, speaking 147 languages call this diverse destination home. And there's good reasons, including the area's unwavering commitment to accessibility and inclusion. Upon arrival at Fort Lauderdale-Hollywood International Airport (FLL), a five-minute drive will get you to the beach, Port Everglades, the newly expanded Greater Fort Lauderdale/Broward County Convention Center, and a bustling downtown. Experience 4,000+ eateries, a thriving arts and culture scene, craft breweries, stunning rooftop bars, fishing, diving, and the unmatched beauty of the Florida Everglades. From world-class shopping, to boating, yachts and superyachts all moored at the area's many marinas, it's no wonder Greater Fort Lauderdale is one of the most desirable places to stay, work and play. The destination has more than 38,000 unique lodging accommodations at a variety of hotels, luxury spa resorts, and beautifully appointed, boutique properties, all reflecting the area's cosmopolitan vibe. 

About Visit Lauderdale

Visit Lauderdale is the official destination marketing organization for Greater Fort Lauderdale and serves as the tourism department for Broward County, Florida. Visit Lauderdale promotes the area's 31 municipalities to a global audience of leisure and business travelers as the ideal place for Everyone Under the Sun in recognition of the area's diverse and welcoming vibe, and books conventions into the Greater Fort Lauderdale/Broward County Convention Center and area hotels and resorts. Find more information at visitlauderdale.com and follow @VisitLauderdale on Facebook, Instagram, X and YouTube.