Making Miami Hot in Cool Times

Turkel Schwartz & Partners’ new “See and Be Scene” campaign attempts to heat things up for Miami’s traditionally cool summer tourist season.

The $2.5 million effort, undertaken for the Greater Miami Convention and Visitors’ Bureau, promotes events and activities between Memorial Day and Labor Day.

The Miami agency’s radio and print ads break in national markets this month.

“The ‘Tropicool’ brand was developed to capitalize on Miamias a uniquely tropical and cosmopolitan destination,” said agency president Philip Schwartz. “The new brand positioning remindsconsumers that there’s a lot going on in what was once consideredthe slow season.”

Summer tourism has steadily increased in South Florida, according to bureau statistics. For example, last year’s summer visitors actually outnumbered 1994’s winter tourists.

Music, art, dance, film and sports events are highlighted in the campaign. Ads will target major and secondary markets, as well as “affinity” groups including gays and lesbians.

“We’re looking to give people other reasons to come,” said agency executive creative director Bruce Turkel. “Miami is hot for reasons other than the weather.”