Miami Courts Meetings with $2M Global Marketing Campaign

Miami-Dade County has launched a $2 million global marketing campaign that it hopes will promote South Florida as a "dynamic, world-class destination for business, vacation and meetings."

Unveiled last month, the "Miami: Where Worlds Meet" campaign is a joint effort of American Airlines, the Greater Miami Convention & Visitors Bureau (GMCVB) and The Beacon Council, a public-private partnership that serves as Miami-Dade County's official economic development organization. It includes online marketing components, print advertisements and direct mail pieces in seven key North American, South American and European markets, including New York, Canada, Brazil, Argentina, Spain, France and Italy—all intended to lure both leisure and business travelers to Miami.

"In today's economy, it makes more sense than ever for Miami-Dade County to bolster its marketing efforts worldwide and for the key agencies that work to attract both business and visitors to the area to partner together for maximum impact," Beacon Council President and CEO Frank Nero said in a statement.

The "Miami: Where Worlds Meet" campaign targets both consumers and trade professionals, according to its stakeholders, including meeting planners and site selectors who advise companies on where to locate their businesses. Further, it will court groups in six primary industries, including life sciences, fashion design and architecture, aviation and aerospace, financial services, technology and tourism.

"This campaign promotes Miami as the ultimate tropical, cosmopolitan tourism destination while showcasing our unique assets as a premier location to host meetings and conventions or to establish a business," GMCVB President and CEO William D. Talbert III, CDME, said in a statement. "Tourism and business often overlap and this collaboration capitalizes on that global trend."

Already launched as part of the "Miami: Where Worlds Meet" campaign are a new Web site, www.MiamiWhereWorldsMeet.com; online banner ads, at Web sites such as nytimes.com, cnn.com, wsj.com, yahoo.com and msntravel.com; and print advertisements in daily newspapers worldwide, as well as in American Airlines in-flight magazines.