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The Greater Miami Convention & Visitors Bureau Unveils Evolution Of Highly Successful "It's So Miami" Campaign

Focus on "People and Places" Encourages Exploration of Diverse Neighborhoods

The Greater Miami Convention & Visitors Bureau (GMCVB) announced recently the launch of the "It's So Miami (ISM): People and Places" campaign.  The program shines a light on locals and their neighborhoods, encouraging visitors to explore the destination's diversity and extend their stays.  Curated by locals and the GMCVB, the campaign provides visitors with an authentic, insider's perspective to Miami and The Beaches.

With record-breaking visitor numbers in 2013, Greater Miami and The Beaches is set for another successful year with a new creative advertising campaign that will promote many of its diverse neighborhoods and showcase the things to do and people to see in these local hidden gems.

The highly successful ISM campaign launched in the summer of 2012 and featured eye-catching imagery showcasing contrasting visuals of iconic destination scenes juxtaposed with unique Miami moments.  The new ISM campaign, "People and Places," is designed to capture the vibe and variety of everyday life in Greater Miami and The Beaches by showcasing the essence of the many neighborhoods and Miami lifestyle offerings through the eyes and expertise of Miami locals.

"We want to promote the rich, cultural heritage of Miami's neighborhoods to our visitors. And what better way to do this than through the eyes of local insiders?" said Carole Ann Taylor, chair of the GMCVB Heritage Committee.  "The campaign will allow potential visitors to learn about the cultural diversity of our destination and arm them with information that will enrich their experience while visiting Miami and The Beaches."

Local and National Media Campaign

The GMCVB is engaging the local community like never before and utilizing a marketing approach that will feature Miami Insider tips via content rich articles, online advertising, in community newspapers, static locations such as the city's bus benches, metro rail network and well as online videos.

The first series of online content will feature an inside look at neighborhoods like: Little Havana, Coconut Grove/Village West, Overtown, Little Haiti, Wynwood District and both North and South Miami Beach.  Users will tour the cultural riches of these neighborhoods led by the local insider who capture the heart and dynamic vitality with an all-access pass to Miami's heritage neighborhoods.  The Insider Guides provide an in-depth and authentic look at Miami and The Beaches and can be viewed at

"We made a commitment late last year when we unveiled the findings in our Destination Miami Strategic Plan to have a greater focus on cultural and heritage tourism and this evolved ISM campaign is part of that commitment," said William D. Talbert III, CDME, president and CEO of the GMCVB.

"Greater Miami and The Beaches welcomed a record-breaking number of visitors last year and we want to encourage future visitors to extend their stay and visit our local, heritage-rich neighborhoods.  More nights in the destination fuels economic impact and further promotes job growth in the hospitality sector," says Talbert.

Facebook Promotion and Prizes for Local Insider Tips

Launched recently on Facebook, the It's So Miami Insider Contest on the Greater Miami & Beaches Facebook page at instructs entrants to create an Insider Guide with at least three must-see or must-do tips for of their favorite neighborhoods, choosing from many Miami neighborhoods showcased in the new ISM campaign.  A grand prize of a $1000 MasterCard will be awarded to the most unique local recommendation, and $50 MasterCard gift cards will be awarded for selected neighborhood Insiders tip.

For more information about the "ISM: People and Places" brand campaign and promotion visit .  For details on recommendations on where to stay, dine, spa, discover, explore, celebrate, propose and so much more in Greater Miami and the Beaches, please visit .

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