Find Your Miami

Greater Miami and Miami Beaches is often perceived as solely a party destination, which can deter potential visitors seeking diverse and enriching experiences. However, Miami is actually one of the most culturally rich and multifaceted destinations in the United States.

Our goal was to attract a wider range of travelers to Miami by highlighting its unique and varied offerings. To encapsulate the destination's distinct experiences, we coined new terms such as “Artventurous,” “Fitnescape,” and “Deluxious.” This campaign, titled "Find Your Miami," introduced personalized experiences that showcased the wide array of activities available.

The "Find Your Miami" campaign was strategically designed to highlight Miami's diverse experiences through a mix of partnerships and targeted content. We collaborated with partners aligned with Miami’s culinary, artistic, cultural, and outdoor attractions. Weather-triggered campaigns targeted travelers from colder climates, enticing them to escape to Miami. We developed custom content with partners like Conde Nast, featuring native stories in Bon Appetit, The New Yorker, and CNTraveler. AI targeting was used to reach audiences likely to be intrigued by Miami’s offerings, and affluent travelers were targeted through platforms like WiConnect and ClickTripz at airports.

The #1 KPI was hotel bookings, and the "Find Your Miami" campaign generated over 61,233 bookings with an average daily rate of $229.67, resulting in estimated revenue exceeding $15 million. The campaign delivered over 42 million impressions and 240,000 clicks, achieving a CTR of over 0.56%, surpassing historical benchmarks for Miami and the travel industry. It drove over 4.6 million video completions with a VCR of 78%, 371,000 site visits, and 2 million hotel searches. SEM delivered 3.6 million ad impressions and 524,000 clicks (CTR: 14.4%) at under $1 per click, exceeding industry benchmarks.

"Find Your Miami" exemplifies the successful integration of messaging with precise targeting, standing out in a competitive landscape through a unique mix of AI targeting, contextual and high-impact custom units, and a broad partner mix. SEM effectively drove top-funnel interest, ensuring a cost-effective approach to filling the interest pipeline for Miami's diverse experiences.