MIAMI: Trying to fight the perception that it's too hot to vacation
in Miami during the summer, the Greater Miami Convention & Visitor's
Bureau (GMCVB) has kicked off a dollars 2.5 million campaign to brand
the weeks between Memorial Day and Labor Day the "Tropicool Festival
Season." This is the bureau's first attempt at creating a summer
An additional dollars 2.7 million will be spent on nonbranding summer
initiatives - almost double what the bureau has spent in previous
Jeanne Sullivan, associate VP of media relations for GMCVB, said she
hopes hotel and airline partners will help make the brand a household
name within five years.
"In the past, Miami was perceived as a place that was dead in the
summer. The only reasons to come here were hotel deals and the beach,"
"We are going to integrate this brand into all our summer activities,
which include media tours, overseas missions, and radio and print
With the slogan "See and Be Scene," the national campaign will highlight
60 events scheduled in Miami and Miami Beach. The campaign will not use
the word "summer," which a bureau executive said has negative
connotations due to the heat.
Over Memorial Day weekend, a quarter of a million visitors overwhelmed
South Beach, resulting in road closures, disruptions to businesses and
more than 211 arrests. However, Sullivan played down the possible
repercussions of the incident and distanced the bureau's activities from
"I think this is an isolated issue that had to do with one event," she
said, referring to Urban Fashion Week, whose launch happened to fall on
the same weekend.