IT’S SO MIAMI
Miami Tourism
Advertising campaign built around 17 short films about Miami’s diverse neighborhoods
Challenge:
People are searching for authentic vacation experiences, but often associate Miami only with Miami Beach, celebrities, and luxury hotels. This new campaign had to educate about the city's many unique neighborhoods, each with its own character, history, and culture, and done in a believable and authentic way.
Solution:
We made 17 documentary-style short films, using local people from each neighborhood to guide the viewer around their favorite parts of Miami. The films are built into a microsite and featured on the official Miami Tourism home page. The site is supported by print and banner advertising.
Casting:
As a way to get the local insight and cast the best people from each neighborhood, we did a local outdoor and social media campaign that helped us engage the neighborhood and find the uniqueness that only true locals know about.
Print and OOH drove the reader to the short films.
