The Situation
Over the last 20 years we have moved Miami’s image and brand from another sun destination to one of the top four most desired tourism brands in the country (along with New York, Las Vegas, and Orlando). With this campaign, our goal was to move Miami into the nation’s vernacular.
Our Solution
Our strategy is to make the saying “It’s So Miami” the response people use when they see something hip, tropical, sparkly, and stylish. And we’re kicking of the campaign by presenting images that feature a juxtaposition of activities (attending an art exhibit in a bikini, driving a $250,000 McLaren to get a 25¢ cafecito, scuba diving in the Miami Seaquarium’s 300,000 gallon fish tank) that are “So Miami!”
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