Published: Jan 04, 2012 11:21 PM EST
Updated: Jan 05, 2012 12:26 AM EST

LEE COUNTY, Fla. - Mitt Romney is turning his sights to Florida.

The campaign announced its airing TV ads in markets across the state. Voters will take to the polls on January 31 for the primary. The positive ad features Romney talking about his life, family and experience in the private sector.

Running ads in Florida is not cheap. The Romney campaign is spending $100,000 to air the 30-second spot in the Fort Myers/Naples TV market.

The front-runner has spent time fundraising in Florida.

Polls, however, show Newt Gingrich leading in the state.