A new $2 million global marketing campaign to promote Miami-Dade County as a dynamic, world-class destination for business was unveiled at The Beacon Council’s Annual Meeting.
The multifaceted "Miami: Where Worlds Meet" initiative – which spans North and South America, as well as Europe – is a collaboration of The Beacon Council, American Airlines and The Greater Miami Convention & Visitors Bureau (GMCVB). Additional support is being provided by Miami-Dade County, the Port of Miami and Miami International Airport.
The campaign is bringing together Miami’s two primary marketing agencies for business and tourism attraction – The Beacon Council and GMCVB – to leverage resources. Commitment from American Airlines was considered the impetus to the new campaign, as well as extraordinary, given a time when most airlines are cutting back on service.
“In today’s economy, it makes more sense than ever for Miami-Dade County to bolster its marketing efforts worldwide and for the key agencies that work to attract both business and visitors to the area to partner together for maximum impact,” said Frank Nero, President & CEO of The Beacon Council, Miami-Dade County’s economic development organization. “We are especially delighted that American Airlines is investing in this partnership.”
“People today work hard and play hard,” noted William D. Talbert III, CDME, GMCVB CEO. “This campaign promotes Miami as the ultimate tropical, cosmopolitan tourism destination while showcasing our unique assets as a premier location to host meetings and conventions or to establish a business. Tourism and business often overlap and this collaboration capitalizes on that global trend.”
“Those of us who call Miami home are aware of our communities’ many wonderful attributes, so this initiative serves as a strong reminder to those living in the rest of the world that we have an abundance of business and leisure opportunities to offer them,” said Peter J. Dolara, American Airlines Senior Vice President for Miami, the Caribbean and Latin America. “American Airlines is proud to support this campaign, as it reinforces our commitment to help this community grow by establishing our major connecting hub at Miami International Airport.”
The “Miami: Where Worlds Meet” campaign is targeting both consumers and the trade, including meeting planners and site selectors who advise companies on where to locate businesses. The initiative will focus on six primary areas of commerce: life sciences/biomedical, fashion design and architecture, aviation and aerospace, financial services, technology and tourism.
The integrated campaign is debuting in seven markets: New York, Canada, Brazil, Argentina, Spain, France and Italy. It blends an online viral campaign encompassing a new website (www.MiamiWhereWorldsMeet.com), banner ads and targeted e-marketing, with more traditional print advertising and direct marketing efforts.
Ads are running in leading daily newspapers around the globe, as well as in three American Airlines’ in-flight publications – Celebrated Living, American Way and Nexos, which serves the Pan American market. Television is being utilized in Europe and Latin America, with “billboards” that lead into commercials on CNN International and CNN en Español. Among nearly two dozen websites that will carry “Miami: Where Worlds Meet” advertising are: nytimes.com, cnn.com, wsj.com, yahoo.com, terra.com, uol.com, tripadvisor.com and msntravel.com.
The campaign is being created by Turkel, the Coconut Grove, Florida agency that handles all of GMCVB’s advertising and branding campaigns.