The Greater Miami Convention & Visitors Bureau (GMCVB), which promotes Miami tourism, has appointed VML as its global marketing agency of record, following a review.
The appointment entails a four year contract, with an additional one year option. VML will be tasked with creative development, brand strategy, strategic planning, media buying and planning.
The review started in February, and VML’s win marks a break with former AOR Turkel, which held the business for more than 20 years. There’s no update on the digital portion of the review, in which Critical Mass apparently defended an account it has had since 2012.
“Miami is attracting attention from leading global hotel brands, air service carriers and cruise lines; building more hotels and adding to the destination’s room supply as well as expanding airline and cruise offerings,” GMCVB executive vice president, chief marketing officer Rolando Aedo said in a statement. “These new offerings present a unique opportunity and we are looking to VML to help us create the strategy that will increase demand.”
“Miami and the Beaches is a beautiful, diverse and dynamic destination that is truly unique from any other place in the world,” added VML executive director Chris Furse. “VML is honored to have been selected as AOR and we look forward to using our global marketing expertise to create the next evolution of Miami’s marketing.”
The appointment comes on the heels of New Balance naming VML as its creative AOR last week and Electrolux/Frigidaire consolidating its North American marketing account with the agency earlier this month. Other recent account wins include PepsiCo’s Brisk brand in June, social AOR duties on H&R Block the same month and Wendy’s back in March.