Turkel launches 2 million dollar campaign to get people to spend money in Miami
October 2, 2008
In perhaps the definition of “worst timing ever” The city of Miami and Turkel advertising agency is launching a 2 million dollar advertising campaign to get people to go to Miami.
The problem isn’t advertising in this case. The problem is that most now have no money to go to Florida on vacation. It’s not an advertising issue.. It’s a much bigger issue.. and spending 2 million for this is not even remotely going to generate a positive ROI for them. Here’s a marketing campaign for the City… It’s called a Dedicated Hosting account, 8 dollar a year domain name.. and build a website that works. It won’t cost two million to pull that off.. and will most likely generate the same amount of overall income. The only difference is that the most likely ROI will be dramatically higher.
Interesting times… here’s the official release.
MIAMI, Oct 02, 2008 (BUSINESS WIRE) — A new $2 million global marketing campaign to promote Miami-Dade County as a dynamic, world-class destination for business, vacation and meetings will be officially unveiled this afternoon at The Beacon Council’s Annual Meeting.
The multifaceted “Miami: Where Worlds Meet” initiative — which spans North and South America, as well as Europe — is a collaboration of The Beacon Council, American Airlines and The Greater Miami Convention & Visitors Bureau (GMCVB). Additional support is being provided by Miami-Dade County, the Port of Miami and Miami International Airport.
Unprecedented in its scope, the campaign is bringing together Miami’s two primary marketing agencies for business and tourism attraction — The Beacon Council and GMCVB — to leverage resources. Commitment from American Airlines was considered the impetus to the new campaign, as well as extraordinary, given a time when most airlines are cutting back on service.
“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,” said Frank Nero, President & CEO of The Beacon Council, Miami-Dade County’s economic development organization. “We are especially delighted that American Airlines is investing in this partnership.”
“People today work hard and play hard,” noted William D. Talbert III, CDME, GMCVB President & CEO. “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. Tourism and business often overlap and this collaboration capitalizes on that global trend.”
“Those of us who call Miami home are aware of our communities’ many wonderful attributes, so this initiative serves as a strong reminder to those living in the rest of the world that we have an abundance of business and leisure opportunities to offer them,” said Peter J. Dolara, American Airlines Senior Vice President for Miami, the Caribbean and Latin America. “American Airlines is proud to support this campaign, as it reinforces our commitment to help this community grow by establishing our major connecting hub at Miami International Airport.”
The “Miami: Where Worlds Meet” campaign is targeting both consumers and the trade, including meeting planners and site selectors who advise companies on where to locate businesses. The initiative will focus on six primary areas of commerce: life sciences/biomedical, fashion design and architecture, aviation and aerospace, financial services, technology and tourism.
The highly integrated campaign is debuting in seven key markets: New York, Canada, Brazil, Argentina, Spain, France and Italy. It blends an online viral campaign encompassing a new website ( www.MiamiWhereWorldsMeet.com), banner ads and targeted e-marketing, with more traditional print advertising and direct marketing efforts.
Advertisements are running in leading daily newspapers around the globe, as well as in three American Airlines’ in-flight publications — Celebrated Living, American Way and Nexos, which serves the Pan American market. Television is being utilized in Europe and Latin America, with “billboards” that lead into commercials on CNN International and CNN en EspaAol. Among nearly two dozen websites that will carry “Miami: Where Worlds Meet” advertising are: nytimes.com, cnn.com, wsj.com, yahoo.com, terra.com, uol.com, tripadvisor.com and msntravel.com.
The marketing campaign is being created by Turkel, the Coconut Grove, Florida advertising agency that handles all of GMCVB’s advertising and branding campaigns and has worked with The Beacon Council in the past on its highly successful “Give Your Business a Life” business attraction campaign that was launched in 2000.
About The Beacon Council
The Beacon Council, Miami-Dade County’s official economic development partnership, is a not-for-profit, public-private organization that focuses on job creation and economic growth by coordinating community-wide programs; promoting minority business and urban economic revitalization; providing assistance to local businesses in their expansion efforts; and marketing Greater Miami throughout the world. For more information, call 305-579-1300 or visit www.beaconcouncil.com.
About Greater Miami Convention & Visitors Bureau
The Greater Miami Convention & Visitors Bureau (GMCVB) is an independent not-for-profit sales and marketing organization whose mission is to attract visitors to Greater Miami and the Beaches for leisure, business and conventions. For a vacation guide, visit www.miamiandbeaches.com or call 1-888-76-Miami (US/Canada only) or 305-447-7777. To reach the GMCVB offices, dial 305-539-3000. Meeting planners may call 1-800-933-8448 (US/Canada only) or 305-539-3071 or visit www.miamimeetings.com.
About American Airlines
American Airlines is the world’s largest airline. American, American Eagle and the AmericanConnection(R) airlines serves over 240 cities in 40 countries with more than 4,000 daily flights. The combined network fleet numbers more than 1,000 aircraft. For more information, visit www.aa.com or call 800-433-7300 for reservations.
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4 Responses to “Turkel launches 2 million dollar campaign to get people to spend money in Miami”
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Oh dear, dear tribbles. Did you even read the press release? Did you even read the first paragraph? Have you seen the ads? Oh wait, have you seen the website? The lack of which you lament so histrionically? Shockingly, the website DOES exist and it’s IN the press release you didn’t read. Hint-it’s in the 7th paragraph. http://www.MiamiWhereWorldsMeet.com
This campaign is a BUSINESS initiative meant to attract BUSINESSES and MEETINGS as well as tourism. As said in the freaking first paragraph of the press release. It is not only to “get people to vacation here” though that is one goal.
You do not have to like the initiative or the campaign. But at least try to read the press release before you post.
Hello Literacy,
That website alone cost 2 million bucks? What I was arguing, and something it appears you didn’t comprehend.. is that website ALONE should of been the complete marketing campaign.
You really think the City of Miami is going to generate a positive ROI on this? From that ad campaign alone will increase travel the city by millions of dollars from last year? Much less increase the tax revenue from those spends to equal 2 million?
I lived in Miami for years… I am painfully aware of how subjected that city is to tourist dollars… and how vulnerable the city is in face of recessions.
My bet is that website will do more for the city than the other 1.99 million spent.
Hopefully the campaign is successful…. but my opinion (based on the reality on the ground) is that the country as a whole is in recession.. and Miami should be looking at ROI… you’re not going to get that spending additional dollars that don’t need to be spent during this economic crisis.
Go online only.. save your client money.. generate an ROI for them.
1. The campaign is in print, banners, P.R., and the website. That’s where all the money is going.
2. You’re still not acknowledging this is a business initiative as well as a tourist initiative. If this campaign starts a relationship that ends up bringing jobs and businesses down here, or large meetings and conventions, it’s worth it beyond just getting people to vacation here. Tourism is a part but TURKEL and the GMCVB already have a tourism-focused campaign (MiamiExpressions.com)
3. Your arguments about U.S. recession are unfounded. I’ll refer you again to the press release, seventh paragraph, which says this campaign is running in New York, Canada, Brazil, Argentina, Spain, France and Italy. Last I checked, only New York is located in the U.S. And from that list, Brazil and Canada’s economies are booming, and Europe’s currency is kicking butt compared to U.S. (though that’s shifting a bit due to very recent events)
I’m not saying this campaign is sheer brilliance. But I am saying it’s an international initiative meant to generate interest in Miami as a business destination as well as a tourist destination. Therefore not at all based on whether U.S. tourists have money to spend.
1 - Print …. most of the costs are my guess…
2 - I saw it… … just don’t think that Print (1) is an effective medium anymore.. especially since generally speaking.. it eats up massive parts of the budget.
3 - HUH??? You think the recession STOPS at the US border? You’re kidding right… unfounded? You really think it’s not a global recession?
I can clear that up for you…
The UK is reporting a deep recession:
http://www.theherald.co.uk/news/crunch/display.var.2456471.0.Credit_scarcity_fuels_recession_fear_and_rate_cut_hopes.php
Canada is reporting they are heading to recession:
http://canadianpress.google.com/article/ALeqM5hoG8b5C7XYO0mEiG0PRzx353thzA
Brazil is reporting their currency just took a dump..and they are terrified the recession is heading their way:
http://www.bloomberg.com/apps/news?pid=20601086&sid=aWCzQwerTXsk&refer=latin_america
Look… I agree with you.. a marketing campaign isn’t a horrific idea… I am just questioning the timing and the total dollar figure… my feeling.. is that you could get 99% of the benefit with 10% the cost if you drop the traditional aspect of it…
It’s fine.. we can agree to disagree…. it’s just my opinion and my opinion alone.