Cape Town - It's pretty damn cold in New York right now. How cold? You might ask...
So cold that the Niagara Falls are practically freezing over.
But, even more shockingly, so cold that local tourism enterprises are actually sending visitors to other, warmer states!
Sounds pretty crazy right? Well, that's exactly what anyone who visited the Ithaca/Tompkins County Convention and Visitors Bureau website earlier this week would have been told.
CNN reports that as soon as guests clicked through to the site, a banner bearing the following message popped up: "That's it. We surrender. Winter, you win. Key West anyone?"
And then goes on to say: "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," even providing a link back to the Keys website.
Apparently the unconventional campaign was the brainchild of Bruce Stoff, director of the Visitor's Bureau, who contacted Flordia Keys Tourism a week before for permission.
A spokesperson for Florida Keys Tourism Council said it was one of the most bizarre things they had ever experienced in tourism marketing.
Nothing wrong with a bit of reverse psychology! We're pretty sure both Florida and New York would have benefited!