PHOENIX -- The tourism organization Visit Phoenix is sponsoring free Wi-Fi in the New York City subway system. When those riders connect, they get a 15-second video of the Valley's attributes.
"A quick glance of what we offer: resort pools, hiking trails, golf and mountains," said Melissa Gogel with Visit Phoenix.
Last year about 1.6 billion riders took the New York subway, according to the Metro Transit Authority. Tapping into that potential visitor pool was too great an opportunity to let slip.
"We're noticing an uptick in our website traffic from New York. We have people signing up for our emails. We're seeing this campaign getting traction," Gogel said.
The campaign kicked off Dec. 1 and will run through Dec. 31.