MIAMI
Industry
Tourism
Category
Ad Campaign
The Challenge
Coming out of the pandemic lockdown, Miami's tourism board tasked us with revitalizing their industry. What travelers missed, we discovered, weren't brands telling them to get back out there. Rather, they missed connecting with people. Below, you will see ideation examples as executions begin taking form, ultimately leading to a Pride Month celebration and the inaugural MIAMI BEACH LIVE festival that took place March 1 – March 29, 2022.
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Stay Safe Wrap Your Face
#StaySafeWrapYourFace was a campaign developed in response to rising COVID-19 cases and negative press describing Miami as a COVID hotbed. The edgy approach to messaging spoke specifically to our audience and we used the idea of a "party favor" to distribute and promote wearing masks.
