Tourism officials in Ithaca, N.Y., have given up trying to attract visitors to their frigid city and instead are telling travellers to visit Florida's sunny Key West.
A pop-up on VisitIthaca.com says: "That's it. We surrender.
Due to this ridiculously stupid winter, Ithaca invites you to visit The Florida Keys this week. Please come back when things thaw out. Really, it's for the birds here now."
The greeting ends with "P.S. Send us a postcard."
Visit Florida noted the free advertising in a tweet that said, "Well, there goes my job."
Bruce Stoff, director of the Ithaca/Tompkins County Convention and Visitors Bureau, told the Miami Herald he thought of the idea last week because everyone in the city is "just done with winter."
"Honestly, this is a way to stay engaged with our customers in a way that's kind of fun and a little unexpected," Stoff told the Herald. "God forbid there's ever honesty in advertising."