Miami - Greater Miami Conventions and Visitors Bureau - TV Advertising

GMCVB Television

Situation

Miami is one of the world’s most popular destinations, drawing more than 10 million visitors annually for business, pleasure or a delightful combination of both. From snowbirds to celebrities, Miami has something for everyone. These same in-the-know folks have families, and they are discovering a fresh crop of luxury hotels and expanded attractions. Suddenly, there is a multitude of choices for families visiting Miami. A key component of our brand campaign is television. Our commercial presents rich tropical visuals and sets the tone with a Miami-vibe soundtrack while delivering our message from a kid’s point of view. The objective is to reinforce Miami as a family-friendly destination, while maintaining the fashion/luxury tone of our main consumer campaign.

Solution

The message is appropriately delivered by a typical pre-teen girl who view s her parents as geeks caught in the middle of a fashion emergency. The young lady is obviously a savvy traveler whose goal is to expose her clueless parents to the f iner things only a Miami vacation can offer.