Beautiful People Campaign
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).