Turkel Follows Fashion's Lead for Miami

ATLANTA Turkel’s new campaign for the Greater Miami Convention and Visitors Bureau takes its cue from the world of fashion.

In print ads breaking in April, the Coral Gables, Fla., agency is hoping to lure tourists back by making South Florida as sexy as the high-fashion models who party there.

“We needed to turn destination advertising upside down, so we looked to fashion for inspiration,” said agency executive creative director Bruce Turkel.

The shop hired fashion photographer George Kamper of KSC Studio in Miami to shoot models clad in the latest styles amid the area’s beaches, clubs and other locales.

Miami serves as a backdrop for images of tanned bodies and beautiful objects in an array of provocative poses. For example, one photo shows a pair of champagne flutes resting against a pillow. In another, two men in bathing briefs pose in a cascading waterfall.

“We’ve never done anything like this before,” said Turkel. “Fashion is perfect for what we’re talking about. Miami is a promise to be hip and multicultural.”

The media plan eschews traditional travel publications. Instead, the effort will appear in GQ, Maxim, W and InStyle.

Campaign spending is undisclosed.