06-30-2004
Turkel's Print Advertising for Miami Tourism Honored by
U.S. AD Review.
MIAMI, FL - A series of print ads created by TURKEL for the Greater Miami Convention & Visitors Bureau (GMCVB) is featured in the latest issue of New York-based U.S. Ad Review Magazine as one of the best travel advertising campaigns in the country.
U.S. Ad Review editors search hundreds of magazines with an eye toward ads that are distinctive, whether its a striking visual or a compelling headline. "What first struck me about TURKEL's campaign is that it's a complete departure from traditional travel advertising" said Jane Kellner, managing editor of the quarterly publication. "And the unconventional media placement in fashion and lifestylepublications is an excellent strategy."
The campaign, designed to position Miami as a fashion brand, speaks in the same vernacular as designers like Dior, Gucci and Prada. The ads have little to no copy and feature shots of models wearing beyond-trendy styles in a varietyof uniquely Miami settings.
TURKEL has been creating successful national and international campaigns for the GMCVB since 1993. The advertising helped re-brand Miami, which Smith Travel Research ranked #1 in growth among the top 25 U.S. markets for hotel occupancy and average daily rate (ADR). More importantly, Miami ranked highest in RevPar(revenue per available room), the true measure of success in travel marketing.
Founded in 1983, TURKEL specializes in total brand management through comprehensive, ideas-driven strategies. The agency has achieved national recognition for its 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, Goldman Properties, Greater Miami Convention & Visitors Bureau, HBO Latin America, Jackson Health Systems, Kissimmee-St. Cloud Convention & Visitors Bureau, Miami Film Festival, Miami Performing Arts Center, National Partitions, Park Central Hotel, Partnership For a Drug-Free America - Miami Coalition, Peabody Hotel Group, The Salvadoran American Humanitarian Foundation(SAHF), Sol Meliá Hotels & Resorts, and TAM Travel Corporation.
Greater Miami Convention & Visitors Bureau (GMCVB) is a private, not-for-profit sales and marketing organization with 1,100 business members and four government partners. The GMCVB missionis to market Greater Miami & the Beaches as a convention, business and leisure destination.
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