While cold weather affects much of the U.S., Visit Lauderdale has offered the perfect escape with its winter “Break Free” campaign. Aimed at travelers tired of snow and ice, the campaign invited everyone to leave the cold behind and immerse themselves in the warmth, culture, and beauty of Greater Fort Lauderdale.

The dynamic campaign was launched across digital platforms, outdoor advertising, and social media in key cold-weather cities such as Boston, Baltimore, Philadelphia, and Washington, D.C., culminating in a spectacular live activation in Chicago. Just before the busy St. Patrick’s Day weekend, the event transformed Pioneer Court into a tropical oasis, bringing the vibrant vibes of South Florida to life.

The activation, which took place from March 14 to 16, featured a shipping container turned into a warm retreat, equipped with cutting-edge Smart Glass Projection technology. Visitors experienced the dramatic moment when the glass "shattered" as if struck by a hammer, revealing a sun-filled paradise. Guests were able to take off their coats, enjoy tropical mocktails, and participate in fun giveaways like custom sunglasses and tropical juice, creating an unforgettable break from the winter chill.

“This campaign is designed to give people the opportunity to ‘Break Free’ from the cold and enjoy the sunshine, outdoor adventures, and coastal charm of Greater Fort Lauderdale,” said Stacy Ritter, President and CEO of Visit Lauderdale. “There’s no better place to make unforgettable memories this winter.”

The “Break Free” campaign not only highlighted Greater Fort Lauderdale’s iconic attractions, such as its 24 miles of golden beaches, but also its new and renovated destinations like the Mai-Kai Restaurant and Polynesian Show. Whether exploring the hottest spots or enjoying thrilling water adventures, visitors found plenty of reasons to trade their winter coats for sunglasses and beachwear.