FORT LAUDERDALE (CBS4)- It’s a campaign aimed to get Londoners to defrost their swimsuit, thaw out and visit the sunnier climes of Fort Lauderdale, all while pushing tourism to South Florida.

Come Friday, the UK campaign, held by the Greater Fort Lauderdale Convention & Visitors Bureau, involved transporting five large ice blocks into the Canary Wharf area. Located just outside the London Underground exit, the ice blocks will encase colorful swimwear.

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From 7 a.m. to 4 p.m. Friday, a street team will distribute complimentary lip balms, beach goodies and ice scrapers complete with competition entry details allowing visitors to win a seven night break to Greater Fort Lauderdale with Virgin Holidays. In addition, those coming along to Canary Wharf will be able to pose behind the ice block bikinis giving the visual effect that they are kitted out in their swimwear and ready to hit the beach.

“Canary Wharf is the major business district in London with around 90,000 workers coming through on a daily basis,” Nicki E. Grossman, president of Greater Fort Lauderdale Convention & Visitors Bureau. “With such a high footfall and activity, the image of bikinis frozen in big blocks of ice should get the message across that Greater Fort Lauderdale is welcoming Brits with open arms to thaw out and defrost their swimsuit, nose, fingers and toes and leave the cold UK winter behind.”

For those unable to stop by the ice blocks, but would still like a glimpse of themselves in all their ice block glory, or with a fabulous and fit New Year bod, they can download a free iPhone app, the organization said.  Londoners can take a photo and be transported into a polka dot bikini or with abs of steel situated on a picturesque South Florida beach background.

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Passersby participated in the Defrost your Swimsuit campaign in Times Square Tuesday. (Source: The Defrost your Swimsuit campaign made a stop in NYC Tuesday. (Source: Diane Bondareff/AP Images)

It’s the first time the organization is bringing the campaign to London. They also plan to have five branded taxis throughout London for two weeks.  Two will be at the event and others will be driving around town, picking up passengers and bringing them to the ice blocks event.

They began the series in Toronto in November, again for the first time. On Tuesday, the team was in NYC at Times Square. London is the final stop.

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For more information about Defrost Your Swimsuit, visit