Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Miami and Miami Beach sought to be positioned as a dynamic and creative destination where music, culture, and travel converge, with the goal of attracting a younger, globally engaged audience. A partnership with Sony Music Latin was created to leverage the Sony Music influence and network in targeting younger Latin music enthusiasts who seek immersive travel experiences, thereby showcasing Miami and Miami Beach’s cultural and musical vibrancy.
In partnership with Sony Music Latin, Greater Miami Convention and Visitors Bureau produced the “Find Your Voice Miami Beach” digital experiential content series, featuring prominent Latin music artists, highlighting the destination's unique blend of leisure and business opportunities.
On a macro level, the campaign set out to expand global awareness of Miami and Miami Beach and reinforce its reputation as an artistic and cultural destination and elevate its cultural profile on a global scale. Specifically, the campaign aimed to increase Instagram followers by 10% and profile visits by 30%, effectively attracting a younger and culturally engaged demographic.
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)
The campaign successfully met its objectives by achieving significant digital reach and engagement. Across the @VisitMiami Instagram page, "Find Your Voice Miami Beach" garnered 1.57M total reach, with a median of 39K views per episode, and 2.23M total impressions. It also generated 25.4K total engagements, with a 12.2% increase in Instagram page followers (+9,035) and a notable 79% rise in profile visits (56.7K), far exceeding the objectives that the campaign set out to achieve. The total minutes spent viewing Season 1 reels hit 74.2K, marking a remarkable 388% increase from the previous period. The campaign's content consistently ranked as top-performing on social platforms, attracting a younger and culturally interested audience. Additionally, it garnered media attention, including a placement on Boston Globe Today TV (3.4M UVM). The multifaceted approach of integrating intimate artist interviews with immersive Miami Beach experiences resonated with a global audience, solidifying Miami Beach’s image as a destination for music, culture, and creativity.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The campaign’s success is evident through its extensive digital reach and engagement, surpassing standard social benchmarks and the campaign objectives. The heightened visibility and media attention generated—paired with a substantial increase in social media followers and engagement—underscore the campaign’s strong return on investment among younger travelers. The strategic partnership with Sony Music Latin and the alignment of Miami and Miami Beach with the universal appeal of music amplified the destination's global appeal, creating long-term value in terms of brand awareness and potential future tourism.
Entry Title
Find Your Voice Miami Beach Partnership with Greater Miami Convention & Visitors Bureau and and Sony Music Latin
Division
Digital - Video Multiple Channels