STORIES ABOUT MIAMI
A BRANDING CAMPAIGN ABOUT AUTHENTICITY
Challenge:
People are searching for authentic vacation experiences, but often associate Miami with Miami Beach, celebrities, and luxury hotels. This new campaign had to educate about the city's many unique neighborhoods, each with its own character, history, and culture, and done in a believable and authentic way.
Solution:
We made 17 documentary-style short films, using local people from each neighborhood to guide the viewer around their favorite parts of Miami. The films were built into a website and linked to the official Miami Tourism website. The website was supported with print, outdoor, social, and banner advertising.
Casting:
As a way to get the local insight and cast the best people from each neighborhood, we did a local outdoor and social media campaign prior to producing the films. That helped us engage the community and locate all the uniqueness that only true locals know about.
STRATEGY
VIDEO
DIGITAL CONTENT
WEBSITE
ADVERTISING
SOCIAL MEDIA
Print ads
Winner of the Addy award and best integrated industry campaign
NUMBERS DON’T LIE
There are many ways to measure success, the hotels’ occupancy rate is a good indicator. RevPAR is based on how many rooms are usually filled and how much the average daily room rate is. Miami has been in the top three since 9/11 thanks to the many previous campaigns we did at Turkel Brands. Staying at the top year after year is often harder than getting there.
