Five of us piled into an RV, drove two days, explored the Mississippi Gulf Coast for three days, and interviewed tourists. Based on what we learned, we developed a campaign in two days, within the confines of the RV. Tourists admitted they visit because their lives are boring, that they come to gamble, but that they tell family and friends they visit for the golf, the beach, the food and the history. Our campaign, based on the tagline “Take Your Life Out For A Spin” reminds consumers of their lackluster plight, hints at the gaming possibilities, and demonstrates the other more justifiable options in one easy bite.
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.