Miami - Greater Miami Conventions and Visitors Bureau - Advertising

Summer By Miami

Situation

Summer has traditionally been considered the value or "low" season for trav el to South Florida. Sure, reduced room rates and less crowds are compelling reasons to visit during the summer. But we needed to give travelers something special that makes Miami a "must have" summer getaway. The Greater Miami Convention & Visitors Bureau (GMCVB) created the Festival Season as a way to brand the Miami summer vacation experience and increase visitation during the summer months. Festival Season is a myriad of food, film and sports events, cultural and ethnic festivals and gay pride celebrations with a uniquely Miami twist. For example, you can catch the latest indie flick or symphony orchestra concert right on the beach. The Festival Season runs from May through September. During this time, visitors can not only take advantage of great deals at Miami's hottest hotels and restaurants, they can also enjoy multicultural events and experiences that only Miami can offer.

Solution

We created a series of ads tied to our fashion brand campaign that promoted the events and hotel deals. The ads invite potential visitors to the program's Web site, summerbymiami.com, for a full listing of events, as well as special offers from participating hotels and restaurants. By maintaining the look and feel of our brand campaign, we strengthen the saliency of the Miami brand. And better yet, our ads stand out from the multitude of rate-driven travel advertising that fills newspapers during the summer months. The Festival Season program offers yet another affordable advertising opportunity for GMCVB partners to participate in.

Results

Traffic to the Summer By Miami Web site has increased steadily since the campaign launched, yielding 1,486 page views with 1,173 unique visitors to SummerByMiami.com. Even more impressive was a major spike in visitation during the weeks of 7/9, 7/23, and 8/6 (the weeks that the summer T V spot ran).

Miami Movements

Situation

Miami's mix of Latin, Caribbean, and European influences makes us rich in outstanding cuisine and art. The New York Times has recently called Miami "the new New York." Naturally, the Greater Miami Convention & Visitors Bureau (GMCVB) and TURKEL set out to spread the word about our cultural offerings. We decided the best approach would be to pursue an exclusive reputation among arts and cuisine lo vers. But we knew that influential consumers are notoriously advertising-averse, and prefer to discover authentic cultural experiences for themselves.

Solution

Our solution? Miami Movements. A series of banner ads, designed to drive visitors to the Miami Movements Web site, were strategically placed on trendy art, culture and food Web sites such as Gayot, Artnet, Tribal Fusion and Luxist. The copy for the ads reflected the eclectic tastes of our target consumer. In fact, if you aren't a part of this crowd, words like "sufmato" and "contrapposto" will have you scratching your head. The Greater Miami Convention & Visitors Bureau's in-house blogger and trend expert provided information on events and local hot spots in the art and culture and wine and food areas. A landing page with a registration form was created in order to measure response and capture information for the Bureau's marketing database.

Results

The art and culture trend makers were moved by our campaign. Just three months after the Web site launch, Miami Movements has receiv ed 21,687 unique visitors and 2,648 registered users. Of this group, 77% opted-in for future e-mailings. Overall click-throughs to the Miami Movements landing page: 22,474 Overall click-through rate: 15% Average cost per click: $7.01 Average conversion rate: 8% Average cost per registrant: $82.62

Miami Lux

Situation

Over the past five years, Miami's luxury hotel product has expanded dramatically. Along with a growing list of new properties, older luxury properties have upgraded their facilities and the amenities in order to stay competitive. In addition, our Fashion advertising campaign continues to promote Miami as an aspirational luxur y destination. Major arts and cultural offerings such as Art Basel and the state-ofthe-art Carnival Center for Performing Arts further reinforce our positioning. Now we just needed a w a y to let the w orld know about Miami's newest gems.

Solution

We created an online campaign utilizing the look and feel of our Fashion brand advertising to entice well-heeled travelers to come and experience Miami's luxury offerings. The campaign included a co-op component that provided CVB partners with an affordable way to reach these valued customers. A series of interactive banner ads ran on luxury travel websites such as robbreport.com, concierge.com, luxurylink.com and f ineliving.com. We created a w ebsite (miamilux.com) to showcase luxur y hotels and other aspects of the destination that are consistent with our brand positioning.

Results

The online campaign ran for approximately two months and generated impressive results for the Miami CVB as well as the individual properties that participated in the program. There were a total of 6,431 clicks from the banners to the website, with a click-through rate of 16%. Of the people who visited the landing page, 3,501 moved through the website to the hotels' offer pages. Of that group, 1,345 clicked on the outbound links to the hotels' individual websites. The campaign also generated 594 unique visits to the CVB's website.