Kelly Scott Madison

Miami Movements

Key Insight/Result:

Strategically placed cross-platform marketing creates powerful messages that saturate markets

INDUSTRY:

Travel and Tourism

PROJECT:

MiamiMovements.com Visitor Micro-Site


Objective

The Miami Convention and Visitors Bureau wanted to spread the word about its rich cultural attractions and convince young cultural influencers that Miami is a top destination for art, food, wine and music.

Challenges

  • Combat the sentiment that Miami is only a destination for nightlife
  • Design unobtrusive methods to build a target market database for future relationship-building

Strategic Approach

KSM and its agency partners created and raised awareness for Miamimovements.com, a branded micro-site featuring information on Miami arts and entertainment. Additional program initiatives included:

  • Traditional:
    • Launched highly-targeted beauty, fashion and cultural magazine ad schedule with prime positioning to maximize high profile awareness
    • Negotiated added-value parties and events in conjunction with magazine placements to further promote Miami Movements website
  • Digital:
    • Employed a custom-built ad network and ran display advertising on key destination sites that target food and cultural aficionados
    • Increased frequency on key magazine partner websites to complement the offline magazine schedule
    • Engaged influential bloggers to write about Miami trips

Results

The campaign results exceeded expectations:

  • Overall site visits beat the desired target goal by 28 percent
  • Total registered users exceeded the desired goal by 24 percent
  • Cost-per-acquisition goal was delivered at a level that was 26 percent less than anticipated

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