Miami comes to downtown Manhattan

Greater Miami Convention & Visitors Bureau and AOR Current Lifestyle Marketing brought Miami to downtown Manhattan on July 31.

Client: Greater Miami Convention & Visitors Bureau (Miami)
Agency: Current Lifestyle Marketing (New York)
Campaign: It's So Miami
Duration: April - August 2012
Budget: $300,000

Greater Miami Convention & Visitors Bureau (GMCVB) and AOR Current Lifestyle Marketing brought Miami to downtown Manhattan on July 31.

“The campaign was a crystallization of our new ‘It's So Miami' brand positioning,” explains Rolando Aedo, EVP and CMO at GMCVB. “The concept is about celebrating quintessential only-in-Miami moments -- the juxtaposition of tropical against cosmopolitan. We wanted to communicate that to audiences in New York, our biggest US feeder market.”

Strategy
The event, which ran noon to 6 p.m. in Union Square, featured a pop-up pool and activities hosted in conjunction with various partners that provided visitors “Miami moments.” 

“The charge is always to bring the destination to life,” explains agency SVP Sara Joseph.

Media relations, social media engagement, website Itsomiami.com, and ads drove buzz. A partnership with online travel community, Jetsetter, helped with national exposure.

Tactics
Miami journalist Louis Aguirre, co-host of WSVN-Fox 7's entertainment show “Deco Drive,” emceed the event; broadcast live for three WSVN newscasts; and hosted “Deco Drive” from Union Square.

The story was pitched to various national, regional, and local outlets, and bloggers. Aedo and the GMCVB's CEO conducted interviews onsite. 

A “Tweetaway” July 30 and 31 helped pique interest. Prizes for retweeting GMCVB tweets included Miami hotel stays and restaurant gift certificates.

Branded items (including sunglasses and water bottles), Coco Frios, Cuban coffees, and trips to Miami (airfare and hotel) were given away at the event.

Activities included a Jantzen swimwear fashion show; a cooking demonstration with Miami Beach chef Alfred Portale; massages courtesy of The Ritz-Carlton Key Biscayne; salsa dancers; and an appearance by Dancing with the Stars' Karina Smirnoff, who touted her favorite Miami hotspots.

Event attendees posed for pictures that the team posted to GMCVB's Facebook and Pinterest pages. An event highlight video was also created and posted on Facebook and YouTube. 

Jetsetter hosted a flash sale July 30 to August 1 on Miami area hotel rooms and promoted the campaign and sale to its email subscribers and on its website and Facebook and Twitter pages. 

Outreach drove audiences to Itsomiami.com, which features destination information and links to book travel.

Results
Aedo is “extremely pleased” with results, noting this was GMCVB's most multifaceted and comprehensive campaign to date.

Fifty-three traditional media and blog stories ran (nearly 165 million impressions) in outlets such as Fox and Friends, The New York Times, Telemundo, and Travel and Leisure.

The Tweetaway garnered 1,135 participants and 1.25 million Twitter impressions. July 30 to August 1, Twitter impressions topped 11 million (followers increased by 247) and Facebook impressions hit 26,294 (1,595 new likes).

Jetsetter messaging reached 4.5 million via email; 130,000 via Facebook; and 30,000 via Twitter. The sale got 363,000 views on jetsetter.com, with the Its So Miami page pulling in 3,000 views.

Future
The agency and GMCVB will continue working together. GMCVB is considering similar future events and looking to increase social media engagement.

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