The group's agency, the bounce agency of Greenville, mounted hot-air blowing hand-dryers along walkways of parking ramps in downtown Chicago.

The dryers were placed at head level. A sign invited passersby to a burst of warm air, compliments of the tourism group. “Press button for warm South Carolina breezes.”

The campaign ran from mid-February to mid-March.

“We wanted to bring our warm weather to a cold environment, and to truly interrupt people in their daily lives,” says Jennifer Famiglietti, vice president and group director of tourism at bounce.

Other elements of the campaign included a public phone kiosk that featured a conch shell instead of an actual telephone, with the tagline “South Carolina is calling,” and customized “men’s” and “women’s” restroom signs that depict male and female silhouettes leaving for vacation.