Miami, FL With the launch this Summer of a new brand campaign for Coconut Grove, Florida, tourism officials and area merchants hope to attract visitors to the village's funky, relaxed lifestyle. The campaign, created by advertising/branding agency TURKEL, will include print ads, transit posters, bumper stickers, t-shirts, drink coasters, and even open/closed signs for local shops and restaurants.
The ads pair photos of colorful local characters like a salty fisherman and the owner the local barber shop with copy that evokes the charm and personality that defined the area during it's heyday in the 1950's and 60's. Back then, Coconut Grove was a thriving artist colony similar to San Francisco's Haight-Ashbury. In the 80's and 90's rising real estate prices drove away the artists and transformed the area into a trendy, though somewhat garish, tourist destination. Alongthe way, the Grove lost much of what made it unique and special.
"Coconut Grove is a great brand that misplaced it's identity", said Bruce Turkel, executive creative director at TURKEL. "Our message: 'Coconut Grove: Get Laid Back'' tells people what it feels like to be here. And, it clearly defines whatthe destination is all about - relaxation."
The coalition behind the campaign includes the Greater Miami Convention & Visitors Bureau, Coconut Grove Special Events and Marketing Committee, the Coconut Grove Parking Advisory Trust and a group of area hotels and merchants.
The group developed a marketing program with Norwegian Cruise Lines, which features Miami as a port of call on sailings out of New York. From now until mid-November, cruise passengers can enjoy a shore excursion to Coconut Grove for a day ofshopping, dining, entertainment, and relaxation, of course.
Founded in 1983, TURKEL specializes in total brand management through comprehensive, ideas-driven strategies. The agency has achieved national recognition for it's creation of "Brain Darts" - simple, compelling, powerful communications that break through the clutter of today's busy advertising environments and build desire. With billings of $60 million, TURKEL's clients include Bal Harbour Village Tourism, Bal Harbour Shops, Greater Miami Convention & Visitors Bureau, HBO Latin America, Kissimmee-St. Cloud Convention & Visitors Bureau, Partnership For a Drug-Free America, Peabody Hotel Group, Sol Meliá Hotels & Resorts, Sony Latin America, and TAM Travel Corporation.
For more information, contact:
Marlisa Shapiro
public relations, TURKEL at 305-476-3516
Jeanne Sullivan
assoc. VP, media relations, GMCVB at 305-539-3084 / cell: 305-401-3636