We were asked to promote KLM Airlines’ new direct flight from Amsterdam to Miami. The challenging part about this assignment was that we had to come up with a headline while still following KLM’s strict brand guidelines. The campaign included newspaper ads in the Miami Herald as well of out-of-home advertising with taxi wraps, taxi drops, and decorated bikes. We came up with the headline “Let’s be direct. Amsterdam just got closer,” emphasizing the fact that traveling from Miami to Amsterdam just got a whole lot easier.
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.
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.
Being the less expensive next-door neighbor to Orlando’s famed attractions was a lucrative position for Kissimmee. Until those attractions figured out they could be hoteliers too and reap ALL the profits. We changed their value and proximity message to an emotional one focusing on helping families affordably make dreams come true for their kids. Our campaign promise of “Make More Dreams Come True” tugs irresistibly on every responsible parent’s heart-strings. Now Kissimmee can focus on delivering more memorable experiences instead of undercutting Orlando’s deep-pocket neighbors.
Many trendsetter couples who have plenty of disposable income and enjoy staying chic upscale hotels don’t want to settle for less when traveling with their children. Miami was flush with a whole new crop of family-friendly luxury hotels that fit the bill. We created an engaging TV spot to let them know. A daughter, clearly embarrassed about her parents’ fashion faux pas style, delivers the message in typical eye-rolling pre-teen style. Our commercial presented rich tropical visuals and a Miami-vibe sound track.
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.