The “Find Your Miami” strategy connects brand pillars to create a new Miami lexicon offering a fresh brand voice, including a Miami Beach curated track called “Find Your Wave”
Our client, the Greater Miami Convention & Visitors Bureau (GMCVB), inspired by Miami and Miami Beach’s vibrant culture, art, music and diverse neighbourhoods, unveils its new Find Your Miami and Miami Beach Find Your Wave multi-media marketing campaigns, welcoming travelers and meeting planners from all lifestyles to explore the diverse, hidden gems of Greater Miami and Miami Beach. When “no words” can describe the splendour of Greater Miami, the “Find Your Miami” campaign introduces a fresh, captivating concept centred around a creative fusion of unique words. The GMCVB also created the “Miami Beach Find Your Wave” track to leverage the unique leisure aspects of a beach destination as well as home to the Miami Beach Convention Centre.
A comprehensive brand strategy has led to a new marketing and advertising campaign targeting the local, national, and international markets to showcase unique content that inspires travel. The campaign will be promoted through multiple media channels and mediums, utilizing extensive marketing and advertising tools such as print ads, display banners, interactive mobile/desktop display ads, online video (OLV) ads, social media hashtags, a dedicated URL on MiamiandMiamiBeach.com as well as dedicated emails and promotional buys.
“This strategy is designed to help visitors rediscover why they love to travel to Miami and Miami Beach after years of consumer fatigue resulting from emphasizes on pandemic safety,” said David Whitaker, president and CEO of the Greater Miami Convention & Visitors Bureau. The campaigns invite visitors to embark on an adventure guided by their imagination and immerses them in a world that speaks directly to targeted behaviour.”
The newly launched brand strategy capitalizes on audience personas. The GMCVB’s foundation for the refreshed direction is based on:
Building from the brand strength and growth
Leveraging performance momentum and increased visitor numbers
Leaning into five core brand pillars: Outdoor Oasis, Cultural Capital, Rich Heritage, Health & Wellness and Meetings & Conventions
Refreshed voice inspired by new mash-up words that speak to what consumers yearn for in a travel experience.
The creative elements of Find Your Miami are reflected through a thought-provoking play on words asking the ultimate question… “who do you want to be?”
Be Artventerous. Miami is a gateway of exploration. Enjoy the colourful neighbourhoods like a local, discover hidden tide pools Bayside, and catch sunsets in the sand. Meet friends, have a date night, or grab colleagues to join the fun and experience authentic cuisine, live music and nightcaps that might end at a domino table.
Turn the walkways into runways because it’s all about Celovebration. Join a collective party as you stroll Greater Miami and Miami Beach’s distinct neighbourhoods. Begin the day with conversation and cafecito at one of the destination’s infamous bodegas, discover a Bib Gourmand hidden patio for lunch, indulge in a spa afternoon and wind down with a refreshing mango mojito under the stars.
Visit Greater Miami and Miami Beach’s world-renown art museums, private galleries and expansive “art in public spaces” which debut new collections every year at Art Basel, North America’s biggest contemporary art fair. Top an extraordinary day with a Deluxious night at one of Miami’s many MICHELIN starred restaurants and enjoy an exclusive prix fixe tasting menu by celebrity chefs.
Fitnescape: Escape and get away from the everyday routines with a fitness retreat. Greater Miami offers visitors a space where they can engage in swimming, biking, running, and diving into every sport you can fill your days with while also relaxing in natural surroundings.
Far from routine, Greater Miami and Miami Beach’s inspired meetings and conventions begin with morning yoga or a run along the boardwalk. Turn up the volume on a Symposiyum conference where linen and print dresses replace dark suits. End the evening with ocean to table award-winning cuisine and dance the night away along some of the best salsa bands in the country.
For more information, visit FindYourMiami.com