Greater Miami and The Beaches Entices Travellers to be “Found In Miami”

(Source: Travel Weekly China)

With record-breaking tourism numbers year after year, Miami has long been known for its sunshine and beaches, but what keeps attracting travellers is something much deeper. Today the Greater Miami Convention & Visitors Bureau (GMCVB) announces the launch of "Found in Miami," an active domestic and international advertising and destination branding campaign that speaks to the destination's authentic travel experiences. "Found in Miami" calls travellers to discover themselves in Miami, to dive deeper into the destination to uncover soul-stirring moments.

"We are making a commitment with the launch of 'Found in Miami' to truly go beyond what travellers might have come to expect from our destination. 'Found in Miami' is dynamic, smart and shifts the perception of our iconic home, and also tells the story of the soul of Miami," said GMCVB President & CEO William D. Talbert, III, CDME. "Miami is alive and brimming with culture and opportunities for guests to seek out and explore. Our hotels have distinct personalities, our dining scene has endless options and we offer a seldom-rivaled lineup of arts and multi-cultural heritage. There's never been a better time to discover the magic of Miami and the Beaches."

"Found in Miami" advertising visuals focus on the uniqueness of Miami and the Miami-only neighborhoods that culture-seeking travellers crave. The campaign conveys the energy of Miami through rich, authentic visuals, articulate voices and tone, and detailed photography that elevates destination marketing imagery. The multi-million dollar integrated marketing campaign includes national sponsored content storytelling, influencer content, social media advertising, print and digital advertising and out-of-home ads, in addition to public relations and a consumer activation in lower Manhattan's Fulton Center transit hub on the first day of summer (June 21, 2017).

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. "Found in Miami" will reach audiences in the US, Canada, Germany, UK and Brazil.