MiamiHerald / The Florida Keys has a massive public relations job on its hands: Draw travelers back to an area that was hit by a major hurricane, is recovering and desperately needs the tourism.

To do that, Monroe County’s Tourist Development Council is implementing a novel plan of attack.

In a new video that debuted Tuesday night , the TDC highlights the impact of Hurricane Irma on the Keys in early September. Images show the storm barrelling into Key West, the post-storm destruction in the Lower Keys – where Irma hit the hardest – and the region’s official reopening to tourists on Oct. 1 .

“This is a very unusual approach because I don’t think any tourism agency out there would show scenes of hurricane damage,” said TDC spokesman Andy Newman. “[But] I think you need to be honest. You have to show them where we started and how we are coming back out of the dark.”

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