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Miami Tourism

An interactive 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 ads

Winner of the Addy award and best integrated industry campaign

Numbers don’t lie

There are many ways to measure success, the hotels’ occupancy rate is a good indicator. RevPAR is based on how many rooms are usually filled and how much the average daily room rate is. Miami has been in the top three since 9/11 thanks to the many previous campaigns we did at Turkel Brands. Staying at the top year after year is often harder than getting there.

CREDITS

 

CD/AD: Soren Thielemann  •  CW: Jody Finver + Greg Wheeler  •  Producer: Judy Ketler+Accord  •  Photography: Jens Honoré 
Directors: Soren Thielemann + Jens Honoré+Michael Black  •  DP: Thomas Lazslo  •  Edit & Audio: Vapor + Accord + 2150  •  Agency: Turkel Brands