The Greater Miami Convention & Visitors Bureau is launching a $2 million campaign encouraging wary tourists to come back.
The effort, executed quickly by Turkel Schwartz & Partners of Miami, includes print ads breaking this week in The New York Times, Chicago Tribune andUSA Today and in the December issues of Travel & Leisure, Food& Wine and Variety.
Tagged "What makes you happy?" radio and television components, with music composed by Cuban jazz performer Arturo Sandoval, are built around vignettes of families enjoying the simple things---in Miami.
One spot features a father teaching his child how to sink a golf putt; another focuses on grandma playing with a hula hoop.
"We can't go back, but we can reconnect with the people, places and things that madeus happy," said agency executive creative director Bruce Turkel. "We can do that now."