At the end of May, Greater Miami and the Beaches—a tourism organization for The Magic City—launched a paid-post-driven campaign via The New York Times’ T Brand Studio, including content exploring the South Florida town’s Little Havana, Little Haiti, the Wynwood arts district and more. The paid post—one of NY Times’ native ad units—was the centerpiece of the effort, while the orbiting details represent how its sales team have increasingly incorporated HelloSociety and Fake Love into its pitches.
HelloSociety, a Los Angeles-based influencer network that the Old Gray Lady bought in March 2016, supplied a small team of new media mavens who traveled to Miami and produced intriguing content posted via Facebook, Instagram, Twitter, Snapchat and Pinterest across all the relevant social accounts.
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