The Greater Miami Convention & Visitors Bureau has unveiled the evolution of its Found in Miami global marketing campaign to tourism partners.
The campaign, originally launched in June 2017, calls on visitors to discover themselves in Miami through unique and soul-stirring experiences.
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Now for the first time, a local version of the campaign calls on Miami residents to join-in on the global marketing of the destination by sharing their unique and hidden Miami favourites with the world via social media using #FoundInMiami.
The multifaceted global campaign, which runs through August 31st, includes strategic advertising in both traditional and digital platforms, unique media partnerships, PR, celebrity engagement and consumer-facing experiential events in top markets along with a new webpage.
The latest phase of the Found in Miami global campaign invites visitors to go deeper into the destination and explore the many treasures to be found throughout Miami’s neighbourhoods, encouraging longer stays.
The branding platform will be shared world-wide via the GMCVB’s fifty-two global marketing offices as a way of encouraging international visitors to experience Miami as a local and discover the destination through unexpected and unique experiences.
“The Miami brand is recognised globally and because of that most consumers think they know the destination,” said GMCVB president William Talbert.
“Found in Miami invites the visitor to look closer, beyond what they already know, and discover something entirely new – a destination brimming with culture and opportunities for guests to seek out and explore.
“Who better than Miami’s local community to convey the energy of Miami’s multicultural neighbourhoods and unique, hidden experiences through photography and video – Miami locals are our natural ambassadors and storytellers.”
The result of extensive market research, the GMCVB conducted an in-depth brand equity study and in-person interviews, surveying more than 1,280 travellers to understand their perception of Miami.
Data research was also conducted to produce a detailed report on Miami’s perception within its top global markets to help position the campaign.
The Found in Miami campaign was created in response to consumers’ desire to more closely connect with Miami and its neighbourhoods.
Including Miami locals as ambassadors of Miami’s most unique experiences was a natural progression of the campaign.