Miami is rolling out new marketing campaigns for leisure and meetings.
The Greater Miami Convention & Visitors Bureau (GMCVB) unveiled the Find Your Miami and Miami Beach Find Your Wave campaigns.
It aims to showcase the diverse, hidden gems of Greater Miami and Miami Beach to both segments.
It will target local, national, and international markets with unique content that inspires travel.
It will be promoted via print ads, display banners, interactive mobile/desktop display ads, online video (OLV) ads, social media hashtags.
There is 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 Miami and Miami Beach,” said David Whitaker, CEO of GMCVB.
“The campaigns invite visitors to embark on an adventure guided by their imagination.”
The newly launched brand strategy capitalzses on audience personas.
It is based on five core brand pillars: outdoor oasis, cultural capital, rich heritage, health & wellness and meetings & conventions.
Using mash-up wordplay, it has developed a range of buzzwords to create aspiration– Artventerous, Celovebration, Deluxious, Fitnescape and Symposiyum.
