City of Miami Beach
In 2013, the City of Miami Beach was interested in shifting local perception of the city as an EDM/DJ haven and instead promote its full gamut of cultural offerings. These included museums, art galleries, theater, live music, five-star hotels, fine dining, and other activities often deafened by the pulsing post-midnight ”beat”. A giveaway would serve as an educational campaign with the grand prize consisting of a sampler of the city’s couture-culture.
Leftfield was tapped to develop the campaign that would effectively convey this message of Miami Beach as a cultural mecca disguised as a contest. Leftfield was also asked to consult in the city’s development of a vast media plan that would reach both Dade and Broward counties.
The city jumped on our concept of showcasing a silhouetted montage of the area’s activities in an effort to communicate a wealth of information in a single glance. The decision to keep the layout clean was imperative in order for the reader to digest as much of the illustration as possible. Print, digital, outdoor and broadcast all made it into the final media plan. In an effort to more directly target this culturally-enlightened demographic, Leftfield proposed capitalizing from event-goers who normally print tickets at home. A Miami Beach promo on their ink-jetted ticket sheet would expose our target market to messaging they were already receptive to at the very moment they first saw their tickets.
Another winning strategy came in the form of leveraging Leftfield’s relationship with local musical artists. For the broadcast portion of our campaign, Leftfield enlisted the help of four musical artists who frequently performed in Miami Beach to lend their voice and music to our cause. This tactic turned out to be a win/win/win: The city recruited beneficiaries of their campaign to help create its marketing message, they saved on talent and music fees, and the artists gained self-promotion on broadcast radio.
The resulting campaign delivered the message to South Florida residents with an approximate +58 million impressions - an average of over 13 impressions per capita.
City of Miami Beach - Our greatest strategic contribution partnered local musical talent with the City of Miami Beach in order to lend a credible voice to the overall message. It also helped reposition the term "culture" in a more accesible and street-friendly light. Music talent lent their VO's to deliver the marketing message. Their material also served as a music bed in theater advertising...
City of Miami Beach - ...as well as broadcast radio. Artists in varying genres of music were strategically selected to air on radio stations of the same ilk.
City of Miami Beach - Guerilla marketing delivered promotional flyers to our target market at similar events the city of Miami Beach was putting a spotlight on.
City of Miami Beach - Outdoor media was responsible for almost half of all campaign impressions: from bus backs and sides...
City of Miami Beach - ...to taxi tops and outdoor bulletin boards.
City of Miami Beach - Event advertising was a priority in this camapign. Arena event advertisign was an ideal way of engaging a captive audience be it in line at the concession stands or in their seats on via the balcony perimeter LED digital ribbon. Food Court tables in popular shopping malls also engaged a captive audience.
City of Miami Beach - Ticket based inventory was a practical way of reaching our direct target at time when they're highly receptive.
City of Miami Beach - Social media maintained fans of Miami Beach informed on cultural events around the city and informed about the contest itself.
