Adrian Awards 2018
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Situational Analysis
The Greater Miami Convention and Visitors Bureau (GMCVB) has an entire PR department dedicated to growing Miami and the Beache as a world-class, gay-friendly destination. The GMCVB’s annual LGBTQ press trip aligns with one-of-a-kind events such as The White Party, Pride, and – in 2017 – the OutGames. A challenge to keep the story fresh for the media, the OutGames provided new international media appeal. With athletes and media converging on Miami, in the days leading up to the competition OutGames coordinators unexpectedly announced that the games were cancelled. The GMCVB had to act quickly, strategically and in lockstep with local organizers to ensure that the OutGames were salvaged and that the destination’s message was one of support for the LGBTQ community. The GMCVB seized the opportunity to move forward with the planned LGBTQ press trip – and the resulting story in The Advocate was even better than the team could have hoped for.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
- Position the GMCVB as a pioneering supporter of the LGBTQ community - Drive awareness for Miami and the Beaches as a gay-friendly destination and inspire travelers to the destination - Show how the GMCVB was part of the solution in supporting the OutGames athletes and visitors
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
US and Canadian leisure travelers, with an emphasis on LGBTQ travelers
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.
Planned international press trip for 8 top-tier LGBTQ media, including Editor David Artavia from The Advocate Shift strategy for press trip media’s story angles with the cancellation of the press trip Crafted messaging regarding World OutGames cancellation and how GMCVB supported various opening events and athletic competitions Crafted a new media itinerary for the press trip following cancellation of the OutGames, showcasing the destination’s heritage neighborhoods and LGBTQ-friendly attractions beyond the planned OutGames itinerary activities GMCVB coordinated a vast network of city officials and OutGames partners to execute competition and events. GMCVB sponsored the opening party for the OutGames in lieu of the planned opening event. Coordinated interviews with GMCVB executives for Editor David Artavia while on site
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The GMCVB is a longtime supporter of LGBTQ tourism and local communities, and is helping grow Miami and the Beaches into a world-class, gay-friendly destination.
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.
Online feature story in The Advocate with the headline “Meet the Heroes Who Saved the World OutGames,” showcasing the CVB’s efforts to support the OutGames, LGBTQ athletes, and travelers to the destination for the OutGames Print story in The Advocate about the destination of Miami and the Beaches, featuring the GMCVB’s efforts during the OutGames cancellation A photo leads the article, including Bill Talbert (CEO, GMCVB) and George Neary (Director of Cultural Tourism, GMCVB) UVPM: 2,114,105 Circulation: 187,791 Total PR Value: $138,399 Total Impressions: 2,132,896
Entry Title
How Miami and the Beaches Saved the OutGames
Division
Public Relations
Sub-category
PR Single Item
Category
FEATURE PLACEMENT ONLINE - Consumer Media
Classification
Entry Award:
Gold