I have to admit; the Key West marketing plan was brilliant! Just in case you don't know what I'm talking about, Ithaca's tourism folks decided to send visitor's to Key West via a link on the Visit Ithaca website. Turns out, it was the coldest day of the year and our town went viral with tweets, chirps, views, etc, etc.
I understand why they did it. I have lived here on the East Coast since I was about twelve years old and this was one of the coldest and longest winters I can remember in a long time.