With Florida tourism booming, Miami aims to capture more market share.
The Greater Miami Convention & Visitors Bureau (GMCVB) unveiled its new "Found in Miami" global marketing campaign, which entices visitors to discover the Florida city's unique and soul-stirring experiences and calls on locals to join in, sharing their unique and hidden Miami favorites with the world via social media using #FoundInMiami.
The campaign, which runs through the summer to August 31, 2018, includes strategic advertising in both traditional and digital platforms, unique media partnerships, public relations, celebrity engagement and consumer-facing experiential events as well as the new FoundInMiami.com website.
One of the goals of the campaign is to encourage visitors to stay longer and discover a new, local side of the city.
"The Miami brand is recognized globally and because of that most consumers think they know the destination," said GMCVB president and CEO William D. Talbert, III. "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."
The campaign also brings locals and visitors together through social sharing.
"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," said Talbert.
The "Found in Miami" call-to-action aimed at locals is designed to encourage storytelling through video and photography on social media platforms. The most captivating visuals and stories from the GMCVB's social media feeds will be highlighted and used for future digital advertising campaigns.
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