The citizens of Chicago spent Winter 2015 in a seemingly endless deep freeze that left them all begging for a hint of blue sky and warmth. In it, we celebrated his love for the city and passed along his dying wish: that Chicagoans make the trip to Tampa that he did years early (January 1977 is the only day on record when it snowed in the Bay area). “Winter’s Obituary” appeared as a quarter page ad in the Chicago Tribune on Sunday, March 22 – the 38th anniversary of the last time snow (and Winter) came to Tampa Bay. The ad’s tongue-in-cheek humor complemented the more orthodox executions of our campaign, which featured contemporary culture-seeking families standing boldly with our black keyhole-and-skeleton-key “Unlock Tampa Bay” flag. On its day of publication, the ad reached a net circulation of 681,762 readers and earned immediate social media buzz.