Miami Tourism Wants to Stay Close to Home

By Katy Eckmann

ATLANTA–The Greater Miami Convention & Visitors Bureau is conducting a mandatory agency review for its $2.8 million advertising account.

The business has resided at Turkel Schwartz & Partners, Miami, for nearly four years. Agency president Philip Schwartz confirmed that the shop, which created the client’s ‘Greater Miami and the beaches, perfectly seasoned’ tagline, will defend the account.

‘We’re very satisfied with our present agency,’ said Rolando Aedo. The current contract ends Sept. 30. Aedo hopes to appoint an agency by July 1 in order to develop a new campaign slated to begin in October.

Earlier this month the Greater Miami Convention & Visitors Bureau composed a three-page questionnaire, which is due today.

The client wants to keep the review close to home.

‘We are looking for an agency that has been established in Dade County (Fla.) for the last 5 years,’ Aedo said.

Aedo expects six semifinalists to make credentials presentations May 7. Three finalists will be selected for creative pitches June 13.

Television as well as trade and consumer print are the primary media. Traditional markets for the bureau include New York, Chicago and Philadelphia. Via a cooperative campaign with the state of Florida, the Greater Miami Convention & Visitors Bureau has recently targeted Atlanta and the Carolinas.

About 10 percent of the $2.8 million budget is devoted to international advertising.

‘My challenge is maintaining the hipness that our destination has become (known for),’ said Aedo, pointing specifically to the South Beach district of Miami. ‘It has really become our Disney World.’

Miami has enjoyed record growth in tourism during the past two years. In 1996, the city attracted some 9.5 million visitors, which had a $10.8 billion economic impact on the metro area, said Aedo.

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