9/11 devastated Miami tourism, instantly negating ten years of steady momentum. We acted immediately, turning to the fashion industry for inspiration. Instead of the typical sand and surf, ads featured stunning models like today’s iconic fashion brands. No copy, just enviable people and a progressive logo. Miami suddenly went from a destination to an aspirational label people craved. Miami-Dade County recovered fastest in the nation, with the highest RevPAR (the ratio between room and occupancy rates).
The Port of Miami is undergoing $2 billion in infrastructure improvements that will drastically change how the Port is seen in the industry. We were tasked with creating a new brand campaign to promote the improvements and reestablish the Port Miami as the premier cruise destination. We created a new logo, “Port Miami” in keeping with the look and feel of the Miami tourism brand. The strategy was to have the Port of Miami integrated within the overall Miami brand.
Miami has established itself as a one-of-a-kind leisure destination. Now, we needed to “educate” business people as well as travelers about the many reasons why businesses thrive in Miami Dade. We developed an international program in partnership with the Greater Miami Convention & Visitors Bureau, American Airlines, The Port of Miami and the Beacon Council (the Miami-Dade County’s official economic development organization) to create awareness for Miami as an attractive location for your business as well as for you as a person.