Miami s Brand: The next chapter

Transcription

1 Miami s Brand: The next chapter

2 OBJECTIVE Further position Miami as a major global destination, with more visitors, more heads in hotel beds, and longer average trips to Miami. 2

3 We set out to understand, across markets, languages and backgrounds. O N G O I N G R E S E A R C H I N I N D I V I D U A L I N T E R V I E W S W I T H U S B A S E D T R A V E L E R S M I A M I B R A N D E Q U I T Y S T U D Y : U S & B R A Z I L U S B A S E D S U R V E Y R E S P O N D E N T S T R A V E L R E S E A R C H * S P A N N I N G U S, B R A Z I L, U K, G E R M A N Y, C A R I B B E A N, A N D A P A C C A M P A I G N M E A S U R E M E N T : B R A N D S T U D Y, S O C I A L & D I G I T A L A N A L Y T I C S, A T T R I B U T I O N S T U D Y I N D I V I D U A L I N T E R V I E W S A C R O S S K E Y I N T L M A R K E T S *BASED ON 20+ YEARS OF HISTORICAL GMCVB RESEARCH, MINTEL, SKIFT, GWI, EMARKETER, ICONOCULTURE,AARP, AND NEWS ARTICLES 3

4 CATEGORY Realized Miami s competitive set has expanded not just to other major cities, but second tier ones too. 4

5 BRAND We dug into perceptions and misconceptions Miami is associated with destinations like Los Angeles & Las Vegas that are viewed narrowly I don't know that Miami has a lot to offer me outside of beaches and clubbing. I would like a vacation that is more substantive in terms of culture. I heard it s very culturally similar to LA, and I hate LA s culture. [it seems] like a shallow place, very focused on materialism. I think of it as a flashy city, I just see dollar signs everywhere. 5

6 CONSUMER SECTION We discovered what travel means today Travel is a way to discover experience other cultures I see travel as an opportunity to see how other gay communities exist David R Travel makes a statement about who you are I like going to German colonies in central Texas, because it s completely unique Sara B Travel is about finding moments of authenticity What s important is I like to do things that locals do. I really enjoy the mom n pop shops, and getting really good food for a decent price -Melissa C Travel is curatorial We ve already started to get ready for Dubai I know the pictures I want to take. So like, Future has a song that goes, go to Abu Dhabi for a hobby so I gotta find the right attire, and it s gonna be [a photo] with shopping bags, an off-guard photo in a mall. I m going to make it happen Tiana C 6

7 CONSUMER Uncovered different traveler types Assessed key opportunities (though we want to attract them all) Culture-seekers Adventure addicts Relaxers Socially-inclined Habit-formers Want to experience new things, explore, and feel like a local Want to live life to the max, seize spontaneous opportunities and build a bank of crazy stories Want to plan as little as possible, find inclusive activities, and be comfortable Travel for the company more than the destination, flex to others whims, cherish shared experiences Love one thing above all else, loyal after just one trip, enjoys familiar luxuries 7

8 I don't know that Miami has UNTAPPED OPPORTUNITY a lot to offer me outside of beaches and clubbing. I would like a vacation that is more substantive in terms of culture. Miami must earn an ownable cultural equity to attract culture seeking travelers Anonymous 8

9 A new campaign to attract more culture-seekers More travelers than ever are prioritizing culture, in addition to fun & relaxation These types of travelers lead trends and conversations Travel is part of their life, not a privilege Spend more per diem when traveling than any other audience 9

10 C U L T U R E SEEKERS WANT To be a bolder, more exciting version of themselves through their vacation experience.

11 M IAMI OFFERS A blend of cultures and flavors like no other.

12 B R A N D OPPORTUNITY Present Miami as the ultimate soulstirring experience that reveals a whole new side of you.

13 Taking a digital first approach Find consumers where they are, across a range of digital and social platforms Build and refine targeting groups A/B test creative, and optimize on an on-going basis Leverage new attribution partners to understand what formats deliver the best ROI 13

14 Brand Campaign Evolution Puts soul-stirring experiences in the spotlight Invites travelers to participate and take action N E W C A M P A I G N VISITORS It s So Miami highlighted Uniqueness of the city Miami-only experiences and neighborhoods NEIGHBORHOODS AND ATTRACTIONS, MUSUEMS, ETC. HOTELS Leverage our hotels unique offerings to our story 14

15 WHICH LEADS US TO 15

16 What else will you find? Start your discovery at Miamiandbeaches.com 16

17 What else will you find? Start your discovery at Miamiandbeaches.com 17

18 What else will you find? Start your discovery at Miamiandbeaches.com 18

19 What else will you find? Start your discovery at Miamiandbeaches.com 19

20 What else will you find? Start your discovery at Miamiandbeaches.com 20

21 What else will you find? Discover Miami s many unique boutique hotels at Miamiandbeaches.com 21

22 What else will you find? Start your discovery at Miamiandbeaches.com 22

23 What else will you find? Start your discovery at Miamiandbeaches.com 23

24 What else will you find? Start your discovery at MiamiMeetings.com

25 What else will you find? Start your discovery at MiamiMeetings.com

26 ONLINE ADVERTISING 26

27 FACEBOOK 27

28 #FOUNDINMIAMI We will push out social media posts featuring all the unique things Miami has to offer. Then we ll encourage the public to post their one-of-a-kind shots of things Found In Jash234 You might know The Beacon at night. What you might not know is that there is an amazing farmer s market right outside. #FoundInMiami 28

29 MEDIA APPROACH 29

30 T Brand Studio Content Creation Partnership P A R T N E R W I T H O N E O F T H E M O S T I N N O V A T I V E, C R E D I B L E, A N D C U L T U R A L L Y A U T H O R I T A T I V E S T O R Y T E L L E R S O N E A R T H : T I M E S. T H E N E W Y O R K CO- C R E A T E C U S T O M C O N T E N T T H A T B R I N G S T H E F O U N D I N M I A M I J O U R N E Y T O L I F E W E W I L L S E L E C T A M I X O F R E A L L I F E I N F L U E N C E R S F R O M S P E C I F I C D I S C I P L I N E S ( A R T, D E S I G N A N D F O O D ) A N D S E N D T H E M O U T O N A J O U R N E Y T O F I N D W H A T I N S P I R E S T H E M M O S T R E A D E R S W I L L SEE M I A M I T H R O U G H T H E I R E Y E S, I N C L U D I N G T H E H O T E L S T H E Y S T A Y A T, T H E R E S T A U R A N T S T H E Y E A T A T, A N D T H E P E O P L E T H E Y M E E T. H T T P : / / W W W. T B R A N D S T U D I O. C O M 30

31 Media Distribution Partners 31

32 Booking Campaign Found in Miami Booking Campaign will then be targeted only to those individuals that we know first read our content or viewed our videos. STEP 1: Users will view Miami & Beaches experiential content STEP 2: Users will be served Booking Campaign ads 32

33 LAUNCH PLAN 33

34 W H A T W E N E E D F R O M Y O U W H A T A R E Y O U R M O S T I C O N I C F E A T U R E S & E X P E R I E N C E S? C O P Y D E S C R I P T I O N S G M C V B + V M L T O F I N D B E S T C H A N N E L T O P R O M O T E V I D E O S P H O T O S - M I N I M U M W I D E X H I G H M O S T F I L E T Y P E S W I L L B E A C C E P T E D. E X P E R I E N C E S M A Y B E A N Y L E N G T H. T H E Y M A Y B E E D I T E D T O F I T C H A N N E L R E Q U I R E M E N T S. M E D I A W E B S I T E S O C I A L S P E C I A L O F F E R S S U B M I T CRM T H R O U G H P A R T N E R E X T R A N E T O R E M A I L U S E M A I L F O U N D I N M I A M G M C V B. C O M F O R S U B M I S S I O N I N S T R U C T I O N S 34

35 T I M E L I N E PARTNER SUBMISSIONS Pre-launch: Submissions Due April 7 th Ongoing: Please continue to submit your Found in Miami moments year-round! FOUND IN MIAMI CAMPAIGN LAUNCH Week of May 8th E M A I L F O U N D I N M I A M G M C V B. C O M F O R S U B M I S S I O N I N S T R U C T I O N S 35

36 QUESTIONS? 36