Miami tries its hand at branding a season

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,"

said Sullivan.

"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

the fracas.

"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.

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