Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? Situation: When COVID-19 forced restaurants to close, the Greater Miami and the Beaches (GMCVB) – the official destination sales and marketing organization for Miami Dade County – needed a strategic solution to support and stimulate restaurant business, a critical component and major contributor to the local economy. Challenge: Create a business recovery program to engage Miamians to place takeout and delivery orders with local restaurants from March to May 2020, and ultimately, help businesses stay afloat. Goals: •Reach 260 restaurants to drive participation in the Miami Eats online directory of local restaurants offering takeout and delivery • Increase awareness for local restaurants open with takeout and delivery options with 50MM+ combined traditional and social media impressions • Achieve 80K pageviews for dedicated landing page in three months • Encourage social dialogue among residents with 200K mentions on Instagram using the dedicated #MiamiEats hashtag Implementation: GMCVB launched “Miami Eats: Order Out. Help Out.,” a phased, three-month campaign centered around a free online directory of local restaurants with takeout and delivery options. GMCVB evolved the program as the needs of restaurants changed to ensure timely, relevant messaging and provided a toolkit to restaurants with assets for amplification and promotion. Dedicated pitching resulted in top media placements, while creative content shared across digital channels increased awareness and engagement. • Phase 1: Launched “Miami Eats: Order Out. Help Out.,” a concept developed in one day and debuted in under 36 hours via PR, paid media (traditional and digital), and organic social. • Phase 2: Adapted program to encourage ordering directly through restaurants when applicable so restaurants avoided fees of third-party delivery services. The new iteration of the initiative, “Miami Eats: Order Out. Help Out. Dial Restaurants Direct.,” launched with refreshed assets and a new TV commercial

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Goal: Reach over 260 restaurants to drive participation in the Miami Eats online directory of local restaurants offering takeout and delivery • Results: 1.3K+ participants, exceeding goal by 400% Goal: Increase awareness for local restaurants open for business with takeout and delivery options with 50MM+ combined traditional and social media impressions • Results: 263.3MM+ total reach, exceeding goal by more than 426.6%. The visibility of the program led to it being named “Favorite Grassroots Relief Effort” by TimeOut Miami Magazine Goal: Achieve 80K pageviews for dedicated landing page in three months • Results: 88.9K page views, exceeding goal by 11%. Of the 88.9K, 77.4K were unique page views Goal: Encourage social dialogue among residents with 200K mentions on Instagram using the dedicated #MiamiEats hashtag • Results: 271K #MiamiEats mentions on Instagram, exceeding goal by nearly 36%. Additionally, an engagement rate of 3.64% (industry accepted platform average .17%-1%)

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleGMCVB's "Miami Eats" Campaign

DivisionIntegrated Marketing Campaign - Integrated Marketing Campaign

CategoryIntegrated Marketing Campaign