The San Diego Tourism Authority spent $120,000 for a Times Square billboard advertisement that wraps up its 13-day display on Jan. 1.
The ad is part of a $12-million advertising campaign.
Joe Terzi is CEO of the San Diego Tourism Authority. He said the campaign is a good investment.
“For every dollar we spend, we calculate $24 dollars coming into San Diego,” Terzi said.
In addition to highlighting San Diego's 70 miles of beaches and average temperature of 72 degrees, the ad boasts that the average San Diego burrito weighs a whopping 1.2 pounds.
Terzi said now is a great time of year to target New Yorkers.
“When the weather gets crummy and people are thinking about where to go, we want San Diego to be on that list of things that people think about," he said.
If you plan to watch the annual New Year's Eve ball drop in Times Square, keep an eye out for the San Diego ad on the billboard over Broadway and 44th Street.
