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Greater Miami Convention & Visitors Bureau Engages Miami Locals in Global Marketing Tourism Campaign ‘Found in Miami’

June 12, 2018 Destination North America No Comments Email Email

The Greater Miami Convention & Visitors Bureau (GMCVB), Greater Miami’s tourism sales and marketing organization, having recently announced record-breaking tourism numbers for 2017, today unveiled the evolution of the “Found in Miami” global marketing campaign to tourism partners attending the annual GMCVB Partner Marketing Retreat. The campaign, originally launched in June 2017, calls on visitors to discover themselves in Miami through unique and soul-stirring experiences. Now for the first time, a locals 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 favorites 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 web page www.FoundInMiami.com.

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 neighborhoods, 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 recognized globally and because of that most consumers think they know the destination,” said GMCVB President & CEO William D. Talbert, III, CDME. “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 neighborhoods and unique, hidden experiences through photography and video – Miami locals are our natural ambassadors and storytellers.”

The “Found in Miami” call-to-action aimed at locals will encourage story telling through video and photography on social media platforms. The GMCVB will select the most captivating visuals that tell the “Found in Miami” story from social media feeds and repurpose the visuals for future digital advertising campaigns. The multi-million dollar integrated marketing campaign includes social media advertising, print and digital advertising, radio, out-of-home ads and a public relations campaign which includes an influencer strategy, celebrity engagement and a consumer-facing experiential event on June 16th in New York, Miami’s top domestic market.

As part of the campaign, the GMCVB launched the new Found in Miami web page where audiences can learn more about Found in Miami experiences, and link to explore Miami’s Places to See, Things to Do, Events and Special Offers. New neighborhood experience videos will be added to the web platform throughout the summer.

The result of extensive market research, the GMCVB conducted an in-depth brand equity study and in-person interviews, surveying more than 1,280 travelers 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 neighborhoods. Including Miami locals as ambassadors of Miami’s most unique experiences was a natural progression of the campaign.

Tourism marketing works in Greater Miami and The Beaches. In 2017, Greater Miami welcomed a record-breaking 15.9 million overnight visitors who generated an economic impact of $26 billion and employed a record-breaking 144,800 tourism jobs in Miami-Dade. On the heels of a record-breaking 2017, Greater Miami continued the trend in 2018, increasing hotel occupancy by +4.3%, hotel room rate by +11.8% and revenue per available hotel room (RevPar) by +16.6% in the first quarter compared to the same time period the previous year, as reported by Smith Travel Research. Greater Miami’s hotel performance in the first quarter positions the destination in the number one spot across all three hotel metrics among the top 25 markets in the U.S.

To learn more about “Found in Miami” visit www.FoundInMiami.com. For recommendations on where to stay, dine, spa, discover, explore, celebrate, propose and so much more in Greater Miami and the Beaches, please visit www.MiamiandBeaches.com.

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