“Making Lemonade out of Frozen Lemons”

That’s what the City of Ithaca’s mayor, Svante Myrick, had to say about the Ithaca Tourism Bureau’s recent decision to “surrender” to sunny Key West. The Ithaca agency’s website broadcasted our area’s lack of sun and warmth, while highlighting our frozen lake and heavy snowfall.

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This move turned out to be a brilliant one, with additional coverage by NPR, BuzzFeed and The Huffington Post, among others. Our little city was also trending on Facebook due to this humorous stunt.

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Going viral is what every advertiser hopes for, and Ithaca definitely accomplished that. The clever stunt has sparked conversation on a national basis from locals, ex-locals and previous visitors. These people have all added to the positive conversation with their own experiences of “gorges” Ithaca. Although only time will tell, one would have to guess that tourism will be a fairly big business this summer.