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According to Scottdale's convention bureau, during February, New Yorkers riding the 42nd Street subway will find themselves soaking up the sun in the Sonoran Desert. (Photo provided by CVB)

The Valley may have suffered through a cold spell, but the winter weather here is nothing like what northern city slickers have to deal with.

The Scottsdale Convention and Visitor's Bureau said now is the perfect time to entice these folks to pay the southwest, Scottsdale in particular, a visit. The bureau is launching its Warm Weather campaign.

"Every year we look to reach out to our primary cold-weather markets, which include Chicago, New York, Canada, even Denver, to capitalize on the sunny, warm weather we have here," said Kelly Tope with the bureau.

According to the bureau, during February, New Yorkers riding the 42nd Street subway will find themselves surrounded The exteriors and interiors of three subway cars will be wrapped with Scottsdale's tourism assets: the Sonoran Desert, Old West heritage, spas and golf. Each wrap will direct riders to StepIntoScottsdale.com.

Another part of the campaign is weather-sensitive promotion, in which an ad boasting Scottsdale's forecast will appear on Weather Channel Canada.

Sandra Haros , Reporter

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