(CNN)Just how cold and miserable is it in upstate New York?

It's apparently so miserable that even those whose job it is to encourage visits to Ithaca are telling tourists they probably should make other plans.

Web visitors who go to VisitIthaca.com, the Ithaca/Tompkins County Convention and Visitors Bureau website, will now see a pop-up banner that says, "That's it. We surrender. Winter, you win. Key West anyone?"

Bruce Stoff, director of the Visitors Bureau, came up with the unconventional marketing campaign.

"It was 5 degrees below zero this morning when I woke up," Stoff said Monday. "Everyone in the Northeast is beaten by winter now, and we're dreaming of being someplace that is warm."

The message goes on to say, "Due to this ridiculously stupid winter, Ithaca invites you to visit the Florida Keys this week. Please come back when things thaw out. Really, it's for the birds here now." It provides a link to the Keys website at fla-keys.com.

A spokesperson for the Florida Keys Tourism Council called the initiative "the wackiest thing I've ever seen in my life from a tourism marketing standpoint."

Andy Newman got a call from Stoff last week pitching the idea and asking for permission to use pictures of the Florida Keys homepage.

This wasn't an advertising campaign, Newman said, and no money was exchanged.

"I didn't believe he'd actually go through with it," Newman said.

But considering the weather conditions in the Keys right now, he understands.

"It's in the 70s, there's no snow and no frost on the ground," Newman said.

Answer the following questions:
1. Who is the director of the Visitors Bureau?
2. Is the weather in upstate New York pleasant?
3. What is the web address for Ithaca tourism?
4. Where do they suggest you visit instead?
5. Who represents Florida Keys tourism?
6. Did any money change hands for the endorsement?
7. What is the weather like in Florida?
8. How cold is it in Ithaca?
9. Why did Stoff contact Newman?
10. Did Newman believe he would actually employ the campaign?
11. What are people in the northeast dreaming about?
12. Did Winter beat Ithaca?
1. Bruce Stoff
2. No
3. VisitIthaca.com
4. Florida Keys
5. Andy Newman
6. No
7. It's in the 70s
8. 5 degrees below zero
9. permission to use pictures of the Florida Keys homepage
10. No
11. someplace that is warm
12. Yes