Greater Miami Convention & Visitors Bureau Engages Miami Locals in Global Marketing Tourism Campaign ‘Found in Miami’
MIAMI–(BUSINESS WIRE) – The Greater Miami Convention & Visitors Bureau (GMCVB), Greater Miami’s tourism sales and marketing organization, which recently announced record-breaking 2017 tourism figures, today announced the development of the global “Found in Miami” marketing campaign to tourism partners to participate in the annual participation GMCVB Partner Marketing Retreat. Originally launched in June 2017, the campaign encourages visitors to discover Miami through unique and engaging experiences. For the first time, a local version of the campaign is asking Miami residents to get involved in global marketing of the destination by sharing their unique and hidden Miami favorites with the world via social media using #FoundInMiami. The multi-faceted global campaign, which runs until August 31, includes strategic advertising on traditional and digital platforms, unique media partnerships, PR, celebrity engagement and adventure events in top markets, as well as a new website www.FoundInMiami.com.
The final phase of the global Found In Miami campaign invites visitors to delve deeper into the destination and explore the many treasures that can be found in Miami’s neighborhoods to encourage extended stays. The brand platform is shared worldwide through the GMCVB’s fifty-two global marketing offices to encourage international visitors to experience Miami as a local and discover the destination through unexpected and unique experiences.
“The Miami brand is recognized worldwide and because of this, most consumers believe they know the destination,” said William D. Talbert, III, CDME, President and CEO of GMCVB. “Found in Miami invites visitors to look beyond what they already know and discover something completely new – a destination full of culture and opportunities for guests to seek and explore. Who better than Miami’s local community to convey the energy of Miami’s multicultural neighborhoods and unique, hidden experiences through photography and video – Miami locals are our natural ambassadors and storytellers. ”
The Locals Call to Action “Found in Miami” will encourage storytelling through video and photography on social media platforms. The GMCVB will select the most intriguing images that tell the story of “Found in Miami” from social media feeds and use the images for future digital advertising campaigns. The multi-million dollar integrated marketing campaign includes social media advertising, print and digital advertising, radio, outdoor advertising, and a PR campaign that includes an influencer strategy, celebrity engagement, and a consumer-focused experience event on June 16, New York, Miami’s premier domestic market.
As part of the campaign, the GMCVB launched the new Found in Miami website, where audiences can learn more about the Found in Miami experience and link to Miami’s attractions, activities, events and specials. New neighborhood experience videos will be added to the web platform over the summer.
As a result of extensive market research, the GMCVB conducted an in-depth brand equity study and face-to-face interviews, interviewing more than 1,280 travelers to understand their perceptions of Miami. Data research was also conducted to produce a detailed report on the perception of Miami in its key global markets and to aid in the positioning of the campaign. The Found In Miami campaign was launched in response to consumer desire to connect more closely with Miami and its neighborhoods. Involving Miami locals as ambassadors for Miami’s most unique experiences was a natural progression of the campaign.
Tourism marketing works in Greater Miami and The Beaches. In 2017, the greater Miami area welcomed a record-breaking 15.9 million overnight guests for an economic impact of $ 26 billion and a record-breaking 144,800 tourism jobs in Miami-Dade. After a record year in 2017, Greater Miami continued the trend in 2018 and increased hotel occupancy in the first quarter by + 4.3%, the hotel room rate by + 11.8% and revenue per available hotel room (RevPar) by + 16.6% compared to the same period last year as reported by Smith Travel Research. Greater Miami’s hotel performance in the first quarter positions the destination number one among all three hotel metrics in the top 25 markets in the United States
To learn more about Found in Miami, visit www.FoundInMiami.com. For recommendations on where to stay, eat, spa, discover, explore, party, propose, and more in the greater Miami area and on the beaches, visit www.MiamiandBeaches.com.
Editor’s note: GMCVB executive interviews and images are available upon request.
Via the Greater Miami Convention & Visitors Bureau
The Greater Miami Convention & Visitors Bureau (GMCVB) is an independent, accredited, not-for-profit sales and marketing organization dedicated to attracting visitors to Greater Miami and the beaches for leisure, business and convention. For a vacation guide, visit our website at www.MiamiandBeaches.com or call 1-888-76-Miami (US / Canada only) or 305-447-7777. To reach the GMCVB offices, dial 305-539-3000. Meeting planners can call 1-800-933-8448 (US / Canada only) or 305-539-3071, or visit www.MiamiMeetings.com. To find out more about Miami and the beaches, follow us on our social media channels at Facebook.com/visitmiami, Twitter.com/miamiandbeaches, Instagram.com/miamiandbeaches, and Pinterest.com/miamiandbeaches.
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Miami, Florida 33131 USA
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