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).
Miami is internationally known as a premiere destination for culture and the arts. We created a campaign that invites you to come to Miami and be yourself, or take on a whole new persona. Be adventurous in exploring the many facets of our city, and above all, have fun. The ads feature the work of Miami’s brightest stars in the art, music, and fashion scene interwoven with colorful, exotic area locales. Each ad includes a quote from the artist expressing their passion for Miami.
The Greater Miami Convention Center & Visitors Bureau joined the Beacon Council, The Port of Miami and American Airlines to promote Miami as a prime work location. Our campaign “Where Worlds Meet” presents Miami’s business and lifestyle assets in an engaging way. Our print campaign targeted CEO’s, domestic, and international travelers, and meeting planners. The ads position Miami as a place where you can pursue global business opportunities while discovering new passions and inspirations that only Miami can bring to your life.