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Florida’s tourism agency, Visit Florida, is using this month’s freezing temperatures to attract travelers to the Sunshine State. A new ad campaign is bringing Florida’s white beaches and outdoor activities to people in the snow-ridden Northeast and Midwest. The new TV, Radio, Print and Internet launch is expected to help the state rebound from last year’s BP oil spill, but the oil company isn’t chipping in any cash for this ad buy. Will Seccombe with Visit Florida hopes the oil giant will keep Florida in mind as we near the spring travel season.

“We’re 89 days away now from the anniversary of the spill and that’s a day that we know we’ll be back in the news cycle and it’ll be front and center on many peoples minds and reminding them of the oil spill. At that time we want to clearly communicate to travelers around the US and the world that our beaches are clean and open for business,” said Seccombe.

With an overall $32 million given to the campaign by BP last year, Florida was able to triple the return on investment compared to 2009.