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Midterm Creative Brief | Greater Miami Convention and Visitors Bureau

Why are we doing this?: Miami is outperforming all coastal destinations (except Southern California) in tourism, but visitor numbers have still not recovered to pre-recession levels. We’re going to change that by becoming ​the​ choice for a winter vacation with our audience in winter 2021. Who is this for?

● Targeting travelers 35-55. ● Live in major metropolitan areas in the Northeast (primarily Maryland, Pennsylvania, New York,

Maine) as well as the upper Midwest (Ohio, Wisconsin, Michigan, Illinois, Minnesota). ● Roughly 1/2 of our targets have children. The other half do not. ● Annual household income for our two-income customers is $100,000-$200,000. ● This is for leisure travel consumers who are looking for a vacation, not for business travelers or

conventions. ● These travelers are 2x more likely than travelers as a whole to choose a beach destination for

vacation. ● These vacationers, on average, take two week-long vacations every year.

Assignment: Create a campaign concept, tagline and multimedia campaign that will sway vacationers away from warm-weather destinations in California, Texas, other parts of Florida, Mexico and the Caribbean. Strategy: This is a branding and booking effort. Campaigns should demonstrate that they can brand the destination and make people more likely to make travel plans. Overarching business goals:

● Create a 15% increase in winter visitors, year over year from 7,000,000 to 8,050,000 Special messaging: Miami is the only place worth going this winter. Supporting points:

● Miami is way more than beaches. ● We have several world-class art, history, science and culture museums. ● We have natural wonders like the reefs, bay and Virginia Key. ● Miami is a culinary capital for the world with 10 Michelin star restaurants and four James Beard

award-winning chefs. ● There’s tons to do on the waterways, like boating, paddle boarding, etc.

Tone: Bold, invigorating, intriguing Considerations:

● Research shows that most travelers have pre-conceptions of what Miami is or what it offers that are outdated or incorrect. On measures of perceived safety, friendliness and relaxation, prospects rank Miami only a five out of 10.

● To create a jump this large, Miami needs to establish a new position with travelers, and it is allocating millions in media to achieve this.

Midterm Creative Brief | Greater Miami Convention and Visitors Bureau

● Miami conceives of their prospect to visitor funnel as: 1) Dream; 2) Investigate; 3) Plan; 4) Explore; 5) Share; 6) Re-engage.

● Any successful campaign should follow this visitor funnel and make use of: 1) Activations; 2) Television; 3) Print/Out-of-Home; 4) Highly Engaging Social Media; 5) Display Advertising; 6) Conversion-Centric Landing Pages

● Miami does not have (and does not want) a mobile app Mandatories: All media should drive to miamiandbeaches.com or a subdomain. All media should use the iconic Miami logo.