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Greater Miami goes global
Reporting record growth from travelers around the world, the Greater Miami Convention and Visitors Bureau is ramping up a significant expansion of its global sales, marketing and public relations efforts.
Already strong in Germany and the UK, GMCVB reports that emerging middle classes in several European countries are fueling travel to Miami. With demand in France, Scandinavia, Spain, Russia and the Netherlands rising, the GMCVB is adding support in these markets with a new office in Stockholm, and new representatives appointed in Moscow, Russia. The Bureau has also recently hired a new public relations firm in France and Italy.
Along with outreach to European travelers through foreign tourism offices and representatives, the CVB’s new ad campaign, "It’s so Miami" was rolled out this summer to focus on the fusion of art, style and fun connected with the destination. Although Travel + Leisure and other sources questioned its push on traditional "hedonistic" buttons, the campaign garnered a fair degree of positive press.
The CVB says the new campaign and the European initiatives are currently being dovetailed with the Brand USA initiative, leveraging marketing and sales campaigns to bring more foreign tourists to Greater Miami.
In addition to Europe, the CVB reports it is also pushing the BRIC envelope (Brazil, Russia, India, China) in conjunction with representatives of Visit Florida, the state’s tourism and marketing agency, to find ways to get travelers from those countries to see Miami as a no-miss destination.
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