PHOENIX -- The cold weather just keeps on coming for cities in the Midwest and East Coast and so do ads for Arizona.
The Scottsdale Convention & Visitors Bureau has launched a new ad campaign in New York City ahead of Sunday's Super Bowl game, where temperatures are forecast to reach a chilly 39-degree high before dipping into the high 20s.
The campaign will plaster digital pictures of a sunny desert and the average temperature in Scottsdale on 50 main subway entrances across the Big Apple.
Beginning Feb. 3, three subway cars on the 42nd Street subway line, also known as the "S" shuttle, will be wrapped with images of a warm Scottsdale. The line services both Grand Central Station and Times Square, meaning about 100,000 daily riders are likely to see at least one of the cars.
In addition to wrapping cars in New York City, two cars on Chicago's L-train will be wrapped with images of Scottsdale and posters will be put up in Union State.
All the ads will link to ScottsdaleEscape.com.
Earlier this week, Scottsdale launched a website designed to attract visitors for next year's Super Bowl, which will be held in Glendale.